Our market is saturated with platforms, solutions, and service providers all vying for the attention of Chief Data Officers and enterprise data leaders, and the battle for relevance has never been more intense. Not all of them are equal, either. Some are solving complex problems with brilliance, others are selling you snake oil. Everyone is “AI-enabled.” Everyone offers “end-to-end transformation.” Everyone promises “data-driven decisions.” Time and time again, I’ve been told that business development (BD) is harder than ever, which begs the question, how do you actually stand out?
One of the biggest barriers to differentiation in the data & analytics space is how little genuine distinction there often is between competing products. Many tools overlap in functionality. Many consultancies pitch the same frameworks. For the decision-maker, this creates noise, not clarity. And trust me, if you go into a CDO’s email inbox, there’s a whole lotta noise.
To break through, vendors must stop competing on features and start competing on outcomes. Data leaders are no longer interested in dashboards for the sake of dashboards. They’re asking, “How will this help me increase revenue, reduce churn, or deliver a strategic capability faster than my competitors?” They’re asking about the value, not the capabilities. What’s the end goal.
Another challenge is as old as time, credibility. The rise of overpromised AI capabilities has made many buyers sceptical. Whether you’re a scale-up or a global player, your messaging has to do more than dazzle, it has to actually land. That means clear language, grounded claims, and, critically, proof points tied to real business impact. Case studies must show more than technical success. They must articulate the value created, the organisational change required, and the executive sponsorship earned. The best marketing shows a journey your audience recognises as their own. Credibility doesn’t mean a big sexy brand name above the door (although sometimes it can) it means showing real examples, of real value.
Hold on to your hats, I’m about to be harsh. “We have deep data science expertise” is no longer a differentiator. Every vendor claims it. The winning firms are those who pair technical excellence with industry intimacy. Do you know the unspoken pressures of a retail CDO in Q4? Can you speak to the regulatory challenges of a banking executive navigating AI governance? Context wins. And you’re only going to gain that by being close and within the community. So it’s a good job you’re part of the Driven by Data Community, isn’t it?
To differentiate in this space, I believe you have to…
- Lead with insight, not intros: Create content that helps your buyer lead better, not just understand your offer.
- Solve with, not for: Collaborate early in the sales cycle to co-create value, not push a product.
- Build a point of view: Be known for a strong, clear perspective on where the market is going, and how your product helps leaders get ahead of it.
In a space where everyone looks the same, differentiation is no longer about being louder. It’s about being braver with your messaging, your value proposition, and your alignment to business priorities.
Because the truth is, if you’re not solving real problems for real people in real organisations, someone else will.
Author
She is also an award-winning content creator, podcast host, event moderator, and speaker, with multiple honors and recognitions, including the CN 30underThirty in 2022. She leverages her expertise and passion for data and infosec to produce and host industry-leading content, moderate large-scale events, and spearhead communities that foster knowledge sharing and collaboration among professionals and leaders.
In addition, Catherine is an instructor at the University of British Columbia's Sauder Business School, where she teaches the Marketing Intelligence and Performance Optimization module for their Data and Marketing Analytics Course. She enjoys sharing her insights and best practices with the next generation of data and marketing analysts.
Catherine holds a Bachelor of Economic and Social Studies from Cardiff University, with a focus on sociology. She is committed to promoting diversity, inclusion, and accessibility in the industry, and is a vocal ally and advocate. Outside of work, she loves gardening and spending time with her partner, son and two Pomeranians.
