B2B research rarely fails because the data is wrong—it fails because it doesn’t earn the influence needed to drive decisions. Insights teams often deliver rigorous findings, only to see them stalled, debated, or overridden by instinct, politics, or urgency. In this session, competitive intelligence and insights expert David Kalinowski introduces a practical, human-centered framework for building credibility and accelerating decision confidence in complex B2B environments. Rick Marchetti, AVP of Strategic Research, Planning & Execution at The Hartford, adds a real-world practitioner perspective on how insights are evaluated, challenged, and ultimately acted upon inside a large enterprise. Together, they explore how credibility is established early, how insights must align with real decision dynamics across functions, and how research teams can reduce hesitation when certainty is limited and stakes are high. Attendees will leave with actionable strategies and tools to ensure their insights are not just informative—but indispensable when it matters most.