The World Federation of Advertisers, WFA  has recently revealed  how insights teams are claiming  seat at  strategy table. It asserted that the landscape of business strategy is evolving, and insights teams are no longer relegated to the background, instead, they are stepping into the forefront, poised to influence decisions that drive growth.

It mentioned that as  organisations strive to adapt to a rapidly changing market, Consumer and Market Insights (CMI) teams hold the key to unlocking new potential, acting as critical drivers of strategic development across departments.

(WFA) highlighted in its latest research that insights professionals are uniquely positioned to foster collaboration, bridge gaps, and bring fresh perspectives to decision-making. However, this potential remains untapped in many organisations due to structural challenges and resource constraints.

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The report also affirmed that closer partnerships both within organisations and externally, are essential for insights teams to elevate their influence. By fostering stronger ties with senior leadership, product teams, IT, and sales, insights leaders can ensure consumer understanding is embedded at the heart of long-term strategy.

The findings reveal that many insights teams are still underutilised, with nearly 60% of CMI professionals expressing that greater collaboration could unlock significant business opportunities.

While data overload and communication barriers often hinder progress, WFA identifies these as opportunities to streamline processes and boost the value of insights. The research also points out that nearly 90% of insights leaders believe their role in strategic planning can be more impactful, particularly in areas like product innovation and market expansion.

It also emphasised the importance of shifting the perception of insights teams from tactical support to key strategic partners. This change requires leaders to strengthen internal relationships, improve storytelling techniques, and establish a presence in critical decision-making forums.

By focusing on outcomes-driven communication, insights teams can increase visibility and demonstrate their ability to influence the direction of the business.

The next step for insights professionals lies in further integration into cross-functional teams and decision-making processes. The report suggests that embedding insights into everyday workflows will enhance collaboration and ensure that insights contribute to both short- and long-term goals.

To truly make an impact, insights leaders must focus on four key areas: securing executive sponsorship, defining new success metrics tied to strategic business outcomes, investing in team capabilities, and embracing the balance between AI-driven insights and human expertise.

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As technology accelerates data analysis, it’s the ability to apply human judgment that will elevate the role of insights in guiding strategic decisions. Ultimately, the future of insights lies in their ability to shape business outcomes.

Insights leaders who actively participate in the decision-making process, forge meaningful partnerships, and master the art of strategic storytelling will not only help their organisations adapt to change they will drive the future of business growth.

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