In the competitive and often high-stakes world of pitching, understanding how success is achieved in specific industries is not just helpful—it is essential. Every sector has its own unique expectations, decision-making processes, and success benchmarks, which means a one-size-fits-all approach simply doesn’t work. To stand out, businesses must adapt their messaging to align with these nuances, creating pitches that speak directly to the priorities and challenges of their audience.
I explored five prominent industries today, breaking down what has contributed to pitch successes in the past few years and what businesses should consider as they craft their proposals.
1. Technology and SaaS: Innovating the Art of the Pitch
Typical success rate: 10–30%
The technology sector, particularly within software and SaaS, is one of rapid innovation, where decision-makers are drawn to solutions that promise disruption, efficiency, and scalability. However, while many pitches focus heavily on technical features, it is often the ability to translate these into practical, real-world applications that truly resonates. As CB Insights highlights, pitches that effectively blend innovation with relatable case studies are far more likely to gain traction.
For instance, a SaaS company looking to expand into the UK market recognised that its cutting-edge machine-learning algorithm, while impressive, would only connect with their audience if framed around specific UK business challenges. Instead of leading with technical details, they centred their pitch around the inefficiencies faced by mid-sized businesses in managing manual workflows. They did this in a very human, plain English way and by demonstrating how their software could reduce these processes by 40%, they showed tangible value in a way that was immediately relevant to their audience.
What they learned: A successful pitch in technology must strike a careful balance between showcasing the novelty of a solution and demonstrating its practical impact. Decision-makers need to see not just what your product can do but why it will make a meaningful difference in their specific context.
Source worth a read: CB Insights – Startup pitch decks of 29 companies before they became unicorns
2. Financial Services: Navigating the Regulatory Maze
Typical success rate: 15–25%
Pitching in financial services presents a unique challenge, as the highly regulated nature of the industry means that trust and credibility are often valued above all else. Unlike other sectors, where creativity or innovation might take centre stage, financial services pitches must reassure stakeholders of regulatory compliance and operational security before any discussion of benefits can take place. McKinsey reports repeatedly emphasise that successful pitches in this space tend to lead with regulatory alignment to establish confidence early on.
One compelling example is that of a financial analytics firm targeting European investors keen to enter the UK market. They began their pitch not by detailing their product’s technical capabilities but by explicitly addressing their compliance with Financial Conduct Authority (FCA) regulations, a crucial concern for their audience. By tackling potential doubts head-on, they created a foundation of trust, which allowed them to pivot smoothly to discussing how their analytics platform could improve reporting accuracy under UK-specific requirements.
What’s important here: In financial services, a pitch is not just about demonstrating value; it is about showing reliability. Addressing regulatory concerns upfront and pairing this with a clear explanation of how your solution aligns with industry standards can set the tone for a productive discussion.
Source worth a read: McKinsey & Company – Financial Services Insights
3. Manufacturing: Partnering for Progress
Typical success rate: 10–20%
The manufacturing industry is inherently complex, with decision-making processes that often hinge on seeing proof of a product’s viability in real-world scenarios. It is not enough to rely on slide decks or statistics; stakeholders typically expect detailed demonstrations and a transparent understanding of how a product complies with rigorous industry standards. Research by Deloitte suggests that the most successful pitches in manufacturing focus not only on technical performance but also on the potential for long-term partnerships and shared growth.
A European green-tech manufacturer is my favourite case study which showcased this. Rather than relying on theoretical benefits, they invited their prospective UK distributor to a live demonstration of their energy-efficient machinery. During the session, they highlighted not only the immediate cost savings but also the product’s compliance with emerging UK energy standards—a key concern for their partner. This combination of tangible evidence and foresight into long-term collaboration proved instrumental in securing a multi-year agreement.
What they did differently: Manufacturing pitches require a hands-on approach that goes beyond words. Demonstrating the practical benefits of your offering while addressing compliance and sustainability concerns directly can build both trust and excitement among decision-makers.
Source worth a read: Deloitte – 2025 Manufacturing Industry Outlook
4. Healthcare & Life Sciences: The Power of Evidence
Typical success rate: 10–20%
In the healthcare and life sciences sectors, decision-makers operate under significant pressure to prioritise safety, efficacy, and compliance. As a result, pitches in this field succeed when they are underpinned by robust clinical data and accompanied by a clear roadmap for navigating regulatory pathways. According to IQVIA’s insights into the evolving healthcare landscape, companies that address both patient outcomes and system-level impact are best positioned to secure partnerships.
Source worth a read: IQVIA – The Evolving Role of Evidence in Healthcare Decision-Making
5. Consumer Goods: Riding the Wave of Demand
Typical success rate: 20–30%
In consumer goods, the success of a pitch is often tied to its ability to tap into current trends and consumer demand. Retailers and distributors are looking for products that align with shifting market preferences, and those that can demonstrate a clear understanding of these trends stand out. Nielsen reports consistently highlight the importance of combining data-driven insights with strong storytelling to capture interest in this sector.
Source worth a read: NielsenIQ – Global Consumers Seek Companies That Care About Environmental Issues
Pitching, regardless of industry, is an exercise in empathy, preparation, and precision. While the specifics of what makes a pitch successful vary, the overarching principle remains the same: it is not enough to present what you do; you must demonstrate why it matters to your audience.
Approach every pitch as an opportunity not just to sell but to connect, and you will create a foundation for meaningful and lasting partnerships.