Telling Better Stories with Data: The "So What" Approach

At SaaS Academy Advisors, we work with leaders who are scaling education like they’d scale a product. And if there’s one habit I’ve leaned on, whether running HubSpot Academy or advising fast-moving SaaS teams, it’s this:

Ask yourself, “So what?”

That two-word question has quietly become one of the most powerful tools in my toolkit. It cuts through the noise, forces clarity, and transforms surface-level reporting into real business insight.

What "So What?" Looks Like in Practice

Here’s a real example of how a single data point became a strategic narrative:

• V1: We generated 10,000 new leads through the Academy.
  So what?

• V2: That was 10% of the company’s total net-new leads.
  So what?

• V3: Academy leads are converting at 5x the rate of ebook leads.
  So what?

• V4: And they close at a higher ACV than any other lead source.

By working the “so what?” muscle, we moved from a vanity stat to a metric that earned leadership attention, investment, and strategic alignment.

Why the "So What?" Approach Works

1. It forces sharper thinking

If you’re sharing metrics that don’t pass the “so what?” test, they’re probably not the metrics you need to be reporting on. This question pushes you to define why a number matters, and to whom.

2. It turns data into insight

When you answer “so what?”, you’re doing the work of connecting the dots for your audience. That’s what makes data meaningful, not the number itself, but the context behind it.

3. It builds business alignment

Everyone is busy. Everyone has dashboards. If you want your data to stand out, bring the story with it. That’s how you earn buy-in for your program and its impact.

Try It with Your Academy Metrics

Let’s look at some common metrics in SaaS education:

• We had 1,100 new learners this month.
  So what?

• 950 of them are still active.
  So what?

• We logged 2,100 hours of learning time.
  So what?

These numbers sound impressive, but only if we explain why they matter. Are those learners converting? Retaining? Expanding their product usage?

If you can’t answer yet, that’s okay. The point is to start asking. Here’s what to do next.

What to Do If You Hit a Wall

Option 1: Follow the thread

Start with the data you have and ask: What happens next with these learners? Do they upgrade faster? Submit fewer support tickets? Score higher on NPS?

Even small leading indicators (like product usage or account expansion) can elevate your story.

Option 2: Rethink what you track

If the metric doesn’t lead anywhere meaningful, it’s time to pivot. Find a number that aligns better with your business goals and audience priorities.

Option 3: Leverage benchmarks

Sometimes your internal data doesn’t tell the full story. Bring in industry benchmarks to strengthen the “so what?” behind your numbers.

Example:

“We had 950 new learners in our LMS. So what? That’s 40% of new customers engaging in training, compared to the industry average of just 29%. That kind of adoption has been tied to a 7.4% lift in retention, according to recent reports. We’ll track retention over time, but this is already a strong signal.”

The Bottom Line

Interesting data isn’t always important. But important data is always interesting, when it’s framed well.

So next time you’re prepping a slide, a dashboard, or an update for your exec team, pause and ask yourself:

So what?

It might just be the question that transforms your reporting from noise into influence.

Looking for more ways to tie education metrics to business value?
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