Recently, we were working with a founder of a SaaS startup on developing their sales deck. During our initial discussion, the founder asked, "What's the first thing we need to figure out before we start?"
I replied, "Before we begin any presentation project, we need to set a clear goal. We need to determine what we're trying to achieve with this presentation."
Intrigued, the founder asked, "How do we go about doing that?"
I explained, "Well, let's start with a fundamental question: What do you want this sales deck to accomplish? Are you aiming for people to schedule a demo with your sales team? Or perhaps you want them to contact you for a discovery meeting? Once we know the end goal, we can structure the entire presentation to support it."
The founder nodded, "That makes a lot of sense."
This conversation inspired us to write this blog post. We realized that many people developing presentations might not know how to set a proper goal, despite its crucial importance. Your end goal determines how your presentation should be structured and delivered. So, let's dive into this topic. We've used simple language and provided examples to enhance your understanding.
What's a Presentation Goal?
A presentation goal is the primary objective you want to achieve through your presentation. It's the desired outcome or action you want from your audience after they've viewed your slides and heard your message.
Think of it as the 'why' behind your presentation – why are you giving this presentation in the first place?
For example, if you're a SaaS startup presenting to potential investors, your goal might be to secure funding for your next round of development. If you're showcasing a new product to potential customers, your goal could be to generate pre-orders or schedule product demonstrations.
Your presentation goal acts as a compass, guiding every decision you make about content, structure, and design. It helps you stay focused and ensures that every element of your presentation contributes to achieving your desired outcome.
How to Set Goals for Your Presentation
Setting effective goals for your presentation involves careful consideration of your audience, context, and desired outcomes. Here are several approaches to help you establish clear and achievable goals:
Use the SMART Framework
The SMART criteria (Specific, Measurable, Achievable, Relevant, Time-bound) can be applied to presentation goals:
Specific: Clearly define what you want to accomplish. Instead of "increase sales," aim for "secure 10 new client contracts."
Measurable: Ensure you can quantify your success. "Generate 50 qualified leads" is more measurable than "raise awareness."
Achievable: Set realistic goals given your resources and constraints. "Schedule 5 follow-up meetings" might be more achievable than "close 20 deals on the spot."
Relevant: Align your goal with broader business objectives. If your company aims to expand into new markets, your presentation goal should support this.
Time-bound: Set a timeframe for achieving your goal. "Obtain 3 partnership agreements within the next quarter" adds urgency and focus.
Consider Your Audience's Perspective
Put yourself in your audience's shoes. What would they find valuable? What action would they be most likely to take after your presentation? This approach helps you set goals that resonate with your listeners:
For potential customers: "Convince 30% of attendees to sign up for a free trial of our software."
For investors: "Secure commitments for 50% of our funding target by the end of the presentation."
For partners: "Gain agreement from 3 out of 5 potential partners to move forward with collaboration discussions."
Align with Your Sales Funnel
If your presentation is part of your sales process, consider where it fits in your sales funnel and set goals accordingly:
Top of the funnel: "Collect contact information from 80% of attendees for future marketing efforts."
Middle of the funnel: "Schedule product demonstrations with 40% of qualified leads in attendance."
Bottom of the funnel: "Close deals with 20% of attendees who are in the final decision-making stage."
Focus on Audience Transformation
Sometimes, your goal might be to change your audience's perspective or knowledge:
"Increase understanding of our unique value proposition, as measured by a 30% improvement in post-presentation surveys."
"Shift perception of our brand from 'budget option' to 'premium quality,' evidenced by feedback in follow-up interviews."
Use the "One Thing" Method
If you're struggling to narrow down your goals, ask yourself: "If my audience could remember only one thing from this presentation, what should it be?" This can help you identify your core message and primary goal:
"Convince the audience that our AI-driven solution can cut their operational costs by 40%."
"Inspire the team to adopt our new agile methodology by showcasing three success stories."
Can You Set Multiple Goals for a Presentation?
While it's possible to have multiple goals for a presentation, it's generally more effective to focus on one primary goal. Having too many objectives can dilute your message and confuse your audience about what action they should take.
However, you can have a main goal supported by secondary objectives. For instance:
Primary Goal: "Secure commitments from 5 enterprise clients to pilot our new software platform."
Supporting Objectives:
"Demonstrate the unique features of our platform through three real-world use cases."
"Address the top 3 concerns we've heard from potential enterprise clients."
"Provide clear next steps for interested parties to initiate the pilot program."
These supporting objectives all contribute to achieving the primary goal without competing for the audience's attention or action.
How to Measure the Success of a Presentation Goal
Measuring the success of your presentation goal is crucial for improving future presentations and demonstrating the value of your efforts. Here are some ways to gauge your success:
Direct Response Metrics
Count the number of business cards collected or contact forms filled out.
Tally the number of demo requests or follow-up meetings scheduled.
Measure the percentage of attendees who took a specific action (e.g., signed up for a trial, requested more information).
Feedback Surveys
Conduct post-presentation surveys to assess audience understanding and interest.
Use Likert scale questions to measure changes in perception or intent to purchase.
Sales Funnel Progression
Track how many leads from the presentation progress to the next stage of your sales funnel.
Monitor the conversion rate of presentation attendees compared to other lead sources.
Long-term Tracking
Set up a system to track which deals or partnerships originated from specific presentations.
Measure the lifetime value of clients acquired through presentations versus other channels.
Engagement Metrics (for Digital Presentations)
Analyze view duration, interaction rates, and drop-off points for online presentations.
Monitor click-through rates on calls-to-action within the presentation.
Qualitative Feedback
Collect anecdotal feedback from attendees about what resonated or influenced their decisions.
Conduct follow-up interviews with key stakeholders to gain deeper insights.
Comparative Analysis
Compare the results of presentations with different goals or structures to identify what works best.
Benchmark your presentation's performance against industry standards or past performances.
Whether you're a startup founder pitching to investors, a sales team presenting to potential clients, or a leader communicating a new strategy to your team, taking the time to establish and refine your presentation goals will significantly enhance your effectiveness.
Work with us
If you're looking for professional help with your presentation, we're here to assist. As a presentation design agency, we specialize in creating compelling, goal-oriented presentations that drive results. Feel free to reach out to us via the contact section of our website, or schedule a meeting to discuss how we can help you craft an amazing presentation.
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