In order for the report to look as rosy as possible, we assemble data:
- performance reports
- analysis of how much more reliable/scalable/faster we are
- theoretical backgrounds and abstracts
Yes, we're kind of geeky, so we tend to throw data at problems. There's one missing ingredient, though:
You also have to be convincing.
It's easy to fall into a trap where you start with a position ("our product is great") and work from there to the data that shows it's great. Anyone else looking at your data, though, does not share the same starting position. They don't yet see your underlying point ("our product is great").
Present the data; this is an important part of building your stature for your audience. But don't forget to present your position as well. You need to be explicit in the conclusions you think your data shows. Specifically say, "Here is the data, and here is the conclusion (our product is cool) that results from this data."
Your position is the belief. Your data is a reason to believe. Together, they're convincing. Be convincing.