The Hidden Leadership Skill
In many organizations, great work can get buried beneath the day-to-day grind — especially when teams are moving fast, solving tough problems, or heads-down in execution. That’s why one of the most underrated leadership skills is knowing how to market wins.
This isn’t about self-congratulation or showboating. It’s about reinforcing progress, building morale, and helping the organization see what’s working — and why it matters.
Done well, marketing your team’s wins boosts visibility, increases influence, and fuels momentum. Done poorly (or not at all), your team risks being invisible, underfunded, or misjudged.
8 Essential Strategies for Marketing Your Team’s Wins
1. Define Your “Win” Criteria
Not everything is a win. Be selective about what you celebrate:
- Impact: Did it move the needle on key metrics?
- Difficulty: Was it particularly challenging?
- Innovation: Did it introduce new approaches?
- Teamwork: Did it showcase great collaboration?
2. Craft the Story
Every win needs a story. Key elements:
The Challenge
What problem were you solving?
The Approach
How did you tackle it?
The Impact
What were the results?
The Learning
What did you discover?
3. Choose the Right Platform
Different wins call for different platforms:
- Internal Newsletters: For broader company visibility
- Team Meetings: For immediate recognition
- Social Media: For external validation
- Customer Updates: For relationship building
Match the medium to the message and audience.
4. Make It Visual
Numbers tell a story, but visuals make it stick:
- Before/After Comparisons: Show progress
- Impact Metrics: Quantify results
- Team Photos: Humanize the achievement
- Process Diagrams: Explain the journey
5. Connect the Dots
Don’t just share results — show how they connect:
- To Company Goals: How does this support broader objectives?
- To Customer Impact: How does this benefit users?
- To Team Growth: How did this build capability?
6. Include Team Voices
Make it a team effort:
- Quotes from team members: Share different perspectives
- Customer testimonials: Add external validation
- Process insights: Share learnings
- Future plans: Show momentum
“The most powerful marketing comes from authentic voices sharing real experiences.”
7. Make it a Habit
Marketing wins isn’t a one-time thing:
- Regular updates: Keep the momentum going
- Rotating storytellers: Share the spotlight
- Consistent format: Make it easy to follow
- Cross-functional sharing: Build bridges
8. Track and Compound Wins Over Time
Wins build on each other:
- Create a win timeline: Show progress
- Build case studies: Document success patterns
- Share learnings: Prevent reinventing wheels
- Track impact metrics: Show growth
Common Pitfalls to Avoid
- Over-celebrating: Every small win doesn’t need a parade
- Under-celebrating: Don’t let major achievements go unnoticed
- Self-focused: Make it about the team, not individuals
- Inconsistent: Don’t market wins only when you need something
- Overly technical: Make the story accessible to non-experts
Final Thoughts
Marketing wins isn’t about self-promotion — it’s about building momentum, reinforcing values, and creating a culture of visibility.
When done well, it helps your team:
- Feel seen and valued
- Build credibility and influence
- Attract resources and support
- Maintain momentum through challenges
- Learn from successes and failures
Remember: great work deserves to be seen — and celebrated. As a leader, it’s your job to make sure it is.