It used to stress me out when I would present a deck and my manager would ask:
“Okay, so what should [leader / stakeholder] do about it?”

I wanted to say: “I don’t know! I’m not the decision-maker! They’re the expert. I just provide the data.”

But over time, I realized that helping the audience find the next step is part of my job.

When I only presented the data, people either didn’t care or forgot about it by the afternoon. But when I helped them see what to do next, two things happened:

1. They were far more likely to take action

2. They started to see me as a partner, not just a data monkey

The real mindset shift (and sigh of relief) came when I learned about calls to action, and how to apply them to presentations.

Calls to what?

A call to action (CTA) is a clear next step you want your audience to take.

In marketing, it’s phrases like:

• “Buy now!”

• “Sign up today”

• “Smash that subscribe button” 🫠 

CTAs work. Research consistently shows that when you clearly tell people what to do, they’re significantly more likely to do it.

It sounds too simple, but I’ve tested it myself. Whenever I end a LinkedIn post with “repost to share with your network”, it always results in more reposts than if I don’t.

In analytics, your CTA is about telling your audience what they should do next based on the insights you just shared.

But it’s not about bossing people around or pretending to know more than the decision-makers in the room. Sometimes, the most effective CTA is simply to start a conversation.

4 Types of CTAs to use in presentations

From low-key to high-stakes, here are four types of CTAs, and how to use them effectively as an analyst:

1. Start a discussion

Prompt group reflection or collective problem-solving. Use this CTA to spark collaboration and explore next steps together.

Examples:

• “A question for the group: how can we better support the professional development goals of our high-potential employees, given these findings?”

• “What’s the best way to address this customer churn pattern in our Q4 planning?”

Works best when:

• The insight is directional but not definitive

• You’re working with a cross-functional or leadership team

• You want to bring others into the conversation (vs. push for a decision)

2. Extend an invitation

Ask someone to take ownership, support, or explore an idea further. This soft CTA builds alignment and opens doors for progress.

Examples:

• “Please consider being the exec sponsor for this project so we can get others excited about the new feature launch.”

• “Would you be open to a deeper dive with the sales ops team on this segment?”

Works best when:

• You need partnership, visibility, or resources

• You're speaking to someone with influence or oversight

• You want to keep momentum going without making demands

3. Request an approval

Ask for permission, resources, or a green light to proceed. This CTA is about removing blockers so the work can move forward.

Examples:

• “To effectively implement these initiatives, we’ll need one additional analyst and a program manager.”

• “We’d like to launch a 4-week pilot in the Northeast region. Can we move forward?”

Works best when:

• The next step is clear and scoped

• You need executive or cross-functional buy-in

• You’re presenting to someone who controls budget or staffing

4. Recommend a decision

Make a clear, data-backed recommendation and ask the group to move on it. This is the boldest CTA, and often the most effective when the room is ready for action.

Examples:

• “Based on these findings, I recommend we prioritize Feature A and table Feature B until next quarter.”

• “Given the current adoption numbers, I suggest we sunset the tool and reallocate resources.”

Works best when:

• The data strongly supports one path

• The audience is empowered to make decisions

• You’re confident and ready to make a case

Give it a try

Before your next presentation, instead of asking:
“What do I want my audience to know?”

Ask:
“What do I want my audience to do next?”

If you’re not sure what that is, that is your CTA:
Invite your audience to figure it out with you.

Smash that subscribe button (jkjkjk),
Morgan