{"id":1509,"date":"2025-07-25T11:00:00","date_gmt":"2025-07-25T11:00:00","guid":{"rendered":"https:\/\/internship.infoskaters.com\/blog\/2025\/07\/25\/writing-a-perfect-executive-summary-that-sets-your-document-up-for-success-templates-examples\/"},"modified":"2025-07-25T11:00:00","modified_gmt":"2025-07-25T11:00:00","slug":"writing-a-perfect-executive-summary-that-sets-your-document-up-for-success-templates-examples","status":"publish","type":"post","link":"https:\/\/internship.infoskaters.com\/blog\/2025\/07\/25\/writing-a-perfect-executive-summary-that-sets-your-document-up-for-success-templates-examples\/","title":{"rendered":"Writing a perfect executive summary that sets your document up for success (templates + examples)"},"content":{"rendered":"

One of the first real jobs I landed as a B2B content writer was summarizing a couple of campaign reports for a product adoption platform. I\u2019ll be honest \u2014 I was terrified<\/em>. Coming from a fiction-writing background, I was way more comfortable describing things in detail.<\/p>\n\n

Summarizing? Not my strong suit.<\/p>\n

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Every time I heard the phrase \u201cexecutive summary,\u201d it sounded stiff, formal, and overly corporate. But soon, I learned that executive summaries are, put simply, the elevator pitch or the TL;DR (too long; didn\u2019t read) of a document. And they\u2019re critical, especially in marketing and sales, where leaders don\u2019t have time to read 30-page decks or full audit reports.<\/p>\n

In this article, I\u2019m going to teach you how to write an executive summary \u2014 what to include, what mistakes to avoid, and whether it\u2019s okay (and smart) to use AI tools to help you.<\/p>\n

Table of Contents<\/strong><\/p>\n

What is an executive summary?<\/a><\/a><\/p>\n

What is the purpose of an executive summary?<\/a>
\n When is an executive summary necessary?<\/a>
\n How to Write an Executive Summary<\/a>
\n What to Include in Your Executive Summary<\/a>
\n 5 Tips for Writing an Executive Summary<\/a>
\n Mistakes to Avoid When Writing Executive Summaries<\/a>
\n Executive Summary Template<\/a>
\n Executive Summary Examples<\/a>
\n Should you use AI to generate executive summaries?<\/a> <\/p>\n

<\/a> <\/p>\n

Ultimately, an executive summary gives readers a concise overview of the most important information in a document, so they don’t have to read the entire thing.<\/p>\n

Think of it like the SparkNotes<\/a> of the business world.<\/p>\n

Documents that frequently have an executive summary include:<\/p>\n

Business plans
\n Research reports
\n Project proposals
\n Annual reports <\/p>\n

How does it differ from other business statements? Let\u2019s compare.<\/p>\n

Executive Summary vs. Business Plan<\/strong><\/h3>\n

All business plans have an executive summary, but not all executive summaries belong to business plans.<\/p>\n

A business plan includes<\/a> a company overview, short-term and long-term goals, information on your product or service, sales targets, expense budgets, your marketing plan, and even team information.<\/p>\n

Business plans are very detailed and comprehensive. They can be as short as a dozen pages or as long as 100 pages. The executive summary is the first section of the business plan.<\/p>\n

An in-demand CEO or investor might not have the bandwidth to read your full business plan without first understanding your company or goals. That\u2019s where an executive summary comes in handy.<\/p>\n

Note: <\/strong>Need help putting together your business plan? We\u2019ve got a template for you.<\/a><\/p>\n

Executive Summary vs. Mission Statement<\/strong><\/h3>\n

Mission statements and executive summaries are typically found in business plans, but they serve different purposes.<\/p>\n

A mission statement<\/a> defines your organization\u2019s purpose, values, and vision. It\u2019s your company\u2019s North Star and communicates your core identity and reason for existence. On the other hand, an executive summary provides a high-level overview of the document.<\/p>\n\n

Source<\/em><\/a><\/p>\n

Ultimately, your mission statement directs <\/em>your business plan, while your executive summary describes <\/em>your business plan to executives and shareholders.<\/p>\n

Executive Summary vs. Company Description<\/strong><\/h3>\n

Like mission statements and executive summaries, company descriptions can be found in business plans, your \u201cAbout Us\u201d page<\/a>, or even social media profiles.<\/p>\n

They provide an overview of your business, including company history, what your company does, unique selling points, goals, management team, and overall value proposition.<\/p>\n

Executive Summary vs. Objective<\/strong><\/h3>\n

An objective is a specific goal or target that your company sets to help achieve its overall goal.<\/p>\n

It is a concrete, measurable outcome guiding your business\u2019 actions and decisions. Objectives are usually set at the strategic level and align with the company\u2019s mission, vision, and overall strategic plan.<\/p>\n

Company objectives are often included in executive summaries but are not their sole focus.<\/p>\n

<\/a> <\/p>\n

What is the purpose of an executive summary?<\/strong><\/h2>\n

An executive summary may seem like a \u201cnice-to-have.\u201d After all, you can find the same information just by reading the rest of the document. However, these summaries serve many purposes.<\/p>\n

Benefits of an Executive Summary<\/h3>\n

It saves your readers’ time. <\/strong>CEOs and investors often have limited time to review lengthy documents. An executive summary lets them quickly grasp the main points, key findings, and recommendations without reading the entire document. <\/p>\n

It provides clarity. <\/strong>Executive summaries distill complex information and present it in a manner that\u2019s easy to understand. <\/p>\n

It helps with document navigation. <\/strong>For longer documents or reports, an executive summary provides a roadmap for readers. It signals the main sections or topics covered, improving overall document usability and accessibility. <\/p>\n

I’ve cultivated a list of the necessary components and an example to get you started. This template is focused on writing an executive summary for a business plan, but the guidelines are adaptable to other documents.<\/p>\n

Follow Along With HubSpot’s Executive Summary Template<\/a><\/strong><\/h4>\n

<\/a><\/p>\n

Click to Download<\/a><\/p>\n

<\/a> <\/p>\n

When is an executive summary necessary?<\/h2>\n

They skim and scan documents because they want to get right to the point. That\u2019s why, in marketing and sales, an executive summary is a make-or-break move that can mean the difference between buy-in and being ignored.<\/p>\n

From my experience, here are a few moments where skipping an executive summary simply isn’t an option:<\/p>\n

1. When you\u2019re pitching a new marketing or sales strategy.<\/h4>\n

Whenever I propose a new campaign, strategy, or project \u2014 whether it\u2019s a go-to-market plan, an ABM campaign, or a product repositioning \u2014 an executive summary lets me frame the big idea before getting into the details. This helps leaders understand the \u201cwhat,\u201d \u201cwhy,\u201d and \u201chow\u201d without getting lost in the fine print.<\/p>\n

2. When you\u2019re presenting to external stakeholders or potential investors.<\/h4>\n

Executives and investors hear pitches all the time, and you usually get one shot to make an impression.<\/p>\n

An executive summary distills the value proposition, market opportunity, and ROI into something they can quickly digest and feel confident backing. It shows them that you respect their time and understand what matters most to them: outcomes, risk, and speed to value.<\/p>\n

3. When you\u2019re submitting reports or project updates to leadership<\/h4>\n

Every month or quarter, marketing and sales teams churn out a mountain of reports. But here\u2019s the thing: senior leaders aren\u2019t looking for data dumps. They\u2019re scanning for patterns and decisions. They want to know: Are we hitting the KPIs? Are we pacing to goal?<\/em><\/p>\n

I use executive summaries to identify trends, highlight key wins and risks, and recommend specific actions. It\u2018s a huge trust builder when leadership can instantly see that you\u2019re driving the business forward, not just reporting activity.<\/p>\n

4. When you\u2019re requesting resources or budget increases.<\/h4>\n

Whether it’s asking for $5,000 for a new tool or $500,000 for a campaign, I\u2019ve learned that executives need the story behind the numbers upfront. A tight executive summary justifies the ask before they even flip to the second page.<\/p>\n

It links your request to a clear business case and shows how the investment ties directly to revenue goals, customer growth, or operational efficiencies. It\u2019s way easier for execs to say yes when they can see the payoff in 30 seconds or less.<\/p>\n

5. When you\u2019re closing out a project or campaign.<\/h4>\n

At the end of a campaign, it\u2019s tempting to flood the room with metrics. But executives and team leads want the punchline first: Did it work? What\u2019s next?<\/em> I use executive summaries to recap goals, actual performance, key lessons, and future recommendations \u2014 all without overwhelming them.<\/p>\n

This way, leadership not only sees the success (or where pivots are needed), but they also trust that I\u2019m thinking strategically about continuous improvement.<\/p>\n

If I had to sum it up: anytime you’re communicating something important where decisions, investments, or trust are involved, an executive summary isn\u2019t optional. It\u2019s your chance to get them nodding before<\/em> they even ask a question.<\/p>\n

<\/a> <\/p>\n

These elements will ensure your executive summary is effective, informative, and impactful.<\/p>\n

1. Read (and understand) the full document.<\/h3>\n

Writing an executive summary without reading the full document is not only risky, but also obvious. Executives can spot when a summary feels surface-level a mile away.<\/p>\n

Before you even think about summarizing, sit down and read through the entire document, start to finish. You need to fully understand:<\/p>\n

The main objectives (What was this document trying to achieve?)
\n The key results and metrics (What numbers actually matter?)
\n The core recommendations or next steps (What action are you pushing for?) <\/p>\n

As you read, take quick notes \u2014 kind of like building a highlight reel. Focus on moments that tie directly to outcomes, value, or business impact. In marketing and sales, that usually means anything connected to lead generation, pipeline acceleration, revenue growth, customer retention, brand lift, or ROI improvements.<\/p>\n

Think of it like pulling out the \u201cgreatest hits\u201d of the project. If it wouldn\u2018t make an exec sit up and pay attention, it doesn\u2019t belong in your notes (or summary).<\/p>\n

2. Remind yourself who your audience is.<\/h3>\n

Writing an executive summary without thinking about the target audience<\/a> is like launching a campaign without knowing your buyer persona<\/a> \u2014 you\u2019ll miss the mark. Before I even start drafting, I always ask myself two questions:<\/p>\n

Who exactly will read this?<\/em>
\n What outcome are they hoping for?<\/em> <\/p>\n

If I’m summarizing for a CMO, I know they care about brand positioning, customer growth, and revenue. If it\u2019s for a CFO, they\u2019re looking for efficiency, margins, and return on investment (ROI). The audience shapes everything<\/em>: the language you use, the metrics you highlight, even how bold or cautious your recommendations should sound.<\/p>\n

3. Outline the structure.<\/h3>\n

An executive summary isn\u2019t just a greatest-hits reel; it\u2019s also a map. And the easiest way to create that map is by following the structure of your full document.<\/p>\n

When I skip around or cherry-pick ideas out of order, the summary feels confusing. However, when I mirror the original flow \u2014 even if I trim details \u2014 it keeps everything logical and easy to follow.<\/p>\n

In marketing and sales, especially, execs want a smooth path from problem \u2192 solution \u2192 expected impact. If the executive summary jumps around, they\u2019ll assume the actual plan does too (and that\u2019s a fast track to \u201cno thanks.\u201d)<\/p>\n

Here\u2019s how I think about structuring:<\/p>\n

Start with the problem or opportunity (What’s happening in the market, with customers, or internally?)
\n Then move into your key solution or recommendation (What exactly are you proposing?)
\n Support it with high-level evidence (Think major KPIs, customer insights, competitive advantages \u2014 not minor stats.)
\n End with the next steps or calls to action (What are you asking them to do or approve?) <\/p>\n

For example, if I\u2019m summarizing a campaign performance report, I wouldn\u2019t jump straight to optimization ideas. I\u2019d first summarize the campaign\u2019s original goals, then its results, then the proposed adjustments.<\/p>\n

This way, when someone does read the full document later, it feels like they\u2019re simply filling in details, not discovering something brand-new.<\/p>\n

4. Summarize the objectives of the document.<\/h3>\n

Before you dive into metrics, strategies, or recommendations, you need to be crystal clear on one thing: What was the goal of the document you\u2019re summarizing?<\/em> If you don\u2019t lead with the \u201cwhy,\u201d executives won\u2019t have the right lens for everything else you share.<\/p>\n

I always start my executive summaries by answering three questions quickly:<\/p>\n

What problem are we addressing?<\/em>
\n What\u2019s the overall goal?<\/em>
\n What action or mindset shift are we hoping for?<\/em> <\/p>\n

This keeps the focus tight and sets the tone for the rest of the summary. For example, if I\u2019m summarizing a marketing audit, my objective might sound like: \u201cThis report identifies key gaps in our inbound strategy and recommends targeted improvements to boost lead generation by 25% over the next two quarters.\u201d<\/em><\/p>\n

And if you need a hand? Tools like the Axios HQ AI Summary Generator<\/a> and HubSpot\u2019s AI Summarization Tool<\/a> can help speed things up, especially if you need a first draft to refine (I\u2019ll talk about using AI to write executive summaries soon).<\/p>\n

5. Highlight critical facts and information.<\/h3>\n

Once you\u2019ve nailed down your audience and your objective, it\u2019s time to pull out the critical facts that make your case impossible to ignore. Think of it like building a sales pitch: you\u2018re not listing everything you could say; you\u2019re choosing only the strongest proof points that drive your story forward.<\/p>\n

Here are a few examples of what I mean:<\/p>\n

Marketing campaign proposal.<\/strong> Instead of dumping every stat, highlight KPIs that matter, like \u201cPast similar campaigns drove a 22% lift in qualified leads and a 15% increase in conversion rates within three months.\u201d<\/em><\/p>\n

Sales enablement strategy.<\/strong> Spotlight a customer pain point backed by data, like \u201c60% of lost deals last quarter were due to delayed follow-up times, creating a $1.2M revenue gap.\u201d<\/em><\/p>\n

Budget request for a new CRM tool.<\/strong> Showcase ROI potential\u2014\u201cTeams using [X CRM] saw a 30% faster sales cycle and a 20% jump in annual revenue compared to non-users, according to Forrester.\u201d<\/em><\/p>\n

Notice how each fact isn\u2019t just interesting \u2014 it\u2019s directly tied to the objective I\u2019m trying to achieve: getting the \u201cyes.\u201d<\/p>\n

6. Present your resolution or conclusion.<\/h3>\n

An executive summary without a clear ending leaves people hanging. After you lay out the objective and the critical facts, you need to bring it all home with a strong resolution or call to action.<\/p>\n

When I\u2019m wrapping up an executive summary, I always zoom back out and answer three things clearly and quickly:<\/p>\n

What\u2019s the key takeaway?<\/em>
\n What action should we take (or what action was taken)?<\/em>
\n Why does this matter right now?<\/em> <\/p>\n

Depending on what you\u2019re summarizing, your resolution might look a little different.<\/p>\n

Campaign report:<\/strong> Summarize the key results and what they mean for future marketing initiatives. (e.g., \u201cThis campaign exceeded pipeline goals by 18%, demonstrating the effectiveness of segmented ABM strategies moving forward.\u201d<\/em>) <\/p>\n

Sales analysis:<\/strong> Highlight the trend or opportunity and recommend next steps. (e.g., \u201cSales velocity increased by 12% in regions where lead response time was under one hour; we recommend expanding rapid-response training company-wide.\u201d<\/em>) <\/p>\n

Market research report:<\/strong> Present the most urgent insight and what leadership should do next. (e.g., \u201cSurvey results show a 40% increase in demand for flexible pricing models; we recommend piloting a new tiered offering in Q3.\u201d<\/em>) <\/p>\n

7. Edit and proofread.<\/h3>\n

Even the best first draft is still just that \u2014 a first<\/em> draft. And you should never send a first draft.<\/p>\n

Once I finish writing, I never hit send right away. I take what content expert Ann Handley<\/a> smartly calls \u201cthe messy first draft\u201d and set it aside for a few hours; ideally, a full day if I can. When I come back to it with fresh eyes, I\u2019m not just looking for grammar mistakes. I\u2019m asking:<\/p>\n

Is the message crystal clear from the very first sentence?<\/em>
\n Did I cut every ounce of fluff?<\/em>
\n Is the tone right for this audience? (Confident, not casual? Urgent, but not frantic?)<\/em>
\n Does every fact, number, and recommendation support the goal?<\/em> <\/p>\n

If possible, I also ask someone else, like a teammate, a manager, or even someone outside of marketing or sales, to read it quickly. A fresh reader can spot confusing wording or gaps that I might be too close to see.<\/p>\n

Now that you know how to write an executive summary, I\u2019ll go over what you should include.<\/p>\n

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What to Include in Your Executive Summary<\/strong><\/h2>\n

An executive summary should provide a preview for readers, letting them know what to expect from the rest of your report.<\/p>\n

Generally, that means including the following components.<\/p>\n

Overview<\/strong>: Background and context for the document. Is there a mission behind what you\u2019re doing? Why is the company taking on this project or objective? This is where you share that story. <\/p>\n

Objective or Purpose: <\/strong>This is the goal of the document. It tells the reader why this document even exists. <\/p>\n

Key Facts and Data: <\/strong>Include any data necessary to understand the document’s contents or justify the argument. This may include statistics, sales numbers, timelines, data sources, target markets, competitors<\/a>, or financial numbers. <\/p>\n

Results\/Recommendations: <\/strong>These are the key takeaways or actions you recommend. Recap the main findings or results presented in the document. <\/p>\n

Conclusion: <\/strong>Your conclusion should be a concise, memorable wrap-up of your main points. <\/p>\n

The length and nuances of these elements will differ depending on the document you\u2019re summarizing. But you\u2019ll be in good shape if you use these as a guide.<\/p>\n

How long should an executive summary be?<\/strong><\/h3>\n

There is no hard and fast rule for the exact length of executive summaries, but they typically range from one to three pages. Don\u2019t get caught up in an arbitrary word or page count when gauging if yours is too long or short.<\/p>\n

At the end of the day, your executive summary should engage the reader and highlight the most critical points of your document while avoiding any fluff. If it does that, you\u2019re golden.<\/p>\n

<\/a> <\/p>\n

5 Tips for Writing an Executive Summary<\/strong><\/h2>\n

You\u2019ve got the basics \u2014 now let\u2019s add some flash.<\/p>\n

Here\u2019s how to take your executive summary to the next level. Let\u2019s assume you\u2019re writing an executive summary for a marketing campaign proposal, a sales strategy update, or a major performance report.<\/p>\n

1. Tell your story.<\/h3>\n

When CMOs, sales VPs, or revenue leaders read your executive summary, you want them to quickly grasp what you’re trying to achieve and why it matters<\/em>. The best way to do this is by telling a story that connects the strategy to the people and the outcomes behind it.<\/p>\n

In your executive summary, frame the story around:<\/p>\n

Who your audience or customers are;
\n What challenge or opportunity you uncovered;
\n How your strategy or solution helps solve it. <\/p>\n

For example, if you\u2019re trying to simplify B2B transactions for clients, and your campaign reduces friction in the sales funnel, that\u2019s the story to highlight. You can also briefly touch on leadership or team strengths, like noting if your sales enablement manager developed a new training method that dramatically improved conversion rates.<\/p>\n

Learn more about how to use stories in your marketing with \u201c<\/strong>The Ultimate Guide to Storytelling<\/a><\/strong>.\u201d<\/strong><\/p>\n

2. Lean into your data.<\/h3>\n

You grabbed the reader with emotion \u2014 now, back it up with proof.<\/p>\n

While short, an executive summary should include plenty of data because data is objective and often what seals decisions in marketing and sales environments.<\/p>\n

Highlight the most important findings and insights. That might include:<\/p>\n

Campaign KPIs (like impressions, clicks, qualified leads, conversion rates)
\n Sales outcomes (like new deals closed, revenue generated, win rates)
\n Market trends (new buyer behaviors, customer needs uncovered) <\/p>\n

If relevant, briefly explain how your strategy addressed a key pain point or market gap. Also, if it strengthens your case, include high-level budget information, customer acquisition costs, or ROI projections \u2014 whatever most directly supports your narrative.<\/p>\n

The bottom line: <\/strong>If it proves your solution\u2019s value or future potential, it belongs in the summary.<\/p>\n

3. Pay attention to your tone.<\/h3>\n

Your executive summary needs to sound professional and persuasive, but also true to your brand\u2019s voice and your reader\u2019s mindset. In marketing and sales, tone can be the difference between someone leaning in and someone tuning out.<\/p>\n

Aim for a tone that conveys authority and credibility without sounding robotic. Here are some tips to keep in mind:<\/p>\n

Focus on presenting information objectively, using facts and evidence.
\n Don\u2019t voice personal opinions or use subjective statements.
\n Strive for clarity and simplicity in your language, ensuring that your message is easily understood.
\n Avoid unnecessary complexity.
\n Don\u2019t use hyperbole or excessive claims.
\n Use strong verbs, active voice, and concise language to make your points effectively.
\n Aim to resonate with the reader\u2019s interests and concerns. <\/p>\n

HubSpot\u2019s Director of Content Marketing, Karla Hesterberg<\/a>, summarized it best.<\/p>\n

\u201cDon’t try to get fancy. A good executive summary reduces everything to simple, straightforward parts. A good exercise here is to try explaining something out loud, like talking to a colleague\u2014people tend to use simpler language when explaining something in person,\u201d she says.<\/p>\n

By striking the right balance between professionalism, clarity, and energy, you\u2019ll keep the reader engaged and encourage them to take the next step.<\/p>\n

4. Avoid clich\u00e9 language.<\/h3>\n

As with any marketing or sales communication, it\u2019s best to steer clear of clich\u00e9s.<\/p>\n

Clich\u00e9s can feel lazy, and in executive summaries, where every word matters, they can dilute the impact of your message.<\/p>\n

Some clich\u00e9s include:<\/p>\n

\u201cThinking outside the box\u201d
\n \u201cInnovative solutions\u201d
\n \u201cCutting-edge technology\u201d <\/p>\n

Instead of relying on these overused phrases<\/a>, be specific. Describe exactly how your campaign, product, or sales strategy benefits your target audience. If you claim to offer a \u201cgame-changer,\u201d back it up with proof: How does it change the game for your customer? What results can they expect?<\/em><\/p>\n

By staying true to your brand voice and avoiding canned phrases, you\u2019ll keep your writing fresh and your audience engaged.<\/p>\n

5. Write it last.<\/h3>\n

Even though an executive summary appears at the beginning of a report or plan, it\u2019s almost always smarter to write it last.<\/p>\n

Focus first on completing the full marketing plan, sales report, or campaign analysis. Only when you fully understand the strategies, insights, and outcomes can you distill them into a strong, accurate summary.<\/p>\n

I still follow this advice today \u2014 even when writing blog articles like this one. I always write the core content first, then go back and write the introduction once I know the full story.<\/p>\n

Writing your executive summary last ensures it reflects the document\u2019s actual findings and recommendations, not guesses or assumptions you made too early.<\/p>\n

<\/a> <\/p>\n

Mistakes to Avoid When Writing Executive Summaries<\/strong><\/h2>\n

Now that you know when an executive summary is crucial, let’s talk about where things can go off the rails. I\u2019ve seen (and made) my fair share of mistakes writing executive summaries, and the truth is, some slip-ups can cost you attention, trust, or even the approval you\u2019re aiming for.<\/p>\n

Here are the biggest mistakes to watch out for \u2014 and how you can steer clear of them:<\/p>\n

1. Writing a summary that’s too long.<\/h3>\n

If there\u2019s one mistake I\u2019ve made early in my career, it\u2019s thinking, \u201cMore details will make it stronger.\u201d<\/em> Nope. The best executive summaries are short \u2014 usually no more than 10% of the full report\u2019s length, and ideally one to two pages max.<\/p>\n

When you overwhelm readers with five or six pages of dense text, you lose the very people you’re trying to engage. I always ask myself, \u201cIf<\/em> someone were to read only this summary, would they still understand the core idea and feel confident moving forward?\u201d<\/em><\/p>\n

If the answer isn\u2019t an immediate yes, I cut ruthlessly.<\/p>\n

2. Being too vague or generic.<\/h3>\n

I’ve seen executive summaries that sounded polished but said absolutely nothing concrete. \u201cOur campaign will drive synergies across verticals and enhance stakeholder alignment.\u201d<\/em> What does that even mean?<\/p>\n

In marketing and sales, leaders want clear outcomes: How many leads? How much pipeline? What’s the expected ROI?<\/em><\/p>\n

If you’re too vague, executives are forced to dig into the full report to find the answers, and many won\u2019t bother. Be specific about numbers, goals, timelines, and results whenever you can. I always assume that if it\u2019s fuzzy to me while writing, it\u2019ll be invisible to the reader.<\/p>\n

3. Forgetting to tailor it to the audience.<\/h3>\n

One big thing I learned (sometimes the hard way) is that not every executive cares about the same details. A CMO might want to know how a campaign strengthens brand positioning. A CFO will want to know how it impacts profitability. If you write a one-size-fits-all summary, you risk missing what matters most to the decision-makers in the room.<\/p>\n

Before I write a word, I ask myself: Who\u2019s going to read this? What does success look like from their perspective?<\/em> That small shift has made a huge difference in getting faster yeses and deeper engagement.<\/p>\n

4. Burying the lede.<\/h3>\n

I can\u2018t count how many times I\u2019ve read summaries where the main takeaway was hidden halfway through the second page. Big mistake. In executive summaries, put the most important information first. This is called the \u201cinverted pyramid\u201d style of writing<\/a> \u2014 lead with the conclusion, not the setup source.<\/p>\n

Instead of easing into your point, hit it early: \u201cThis proposal will increase qualified leads by 35% within six months through a targeted ABM strategy.\u201d<\/em> Then explain how you\u2019ll make it happen.<\/p>\n

I think of it like writing a great subject line for an email \u2014 you have about five seconds to catch their attention.<\/p>\n

5. Using too much jargon.<\/h3>\n

Marketing and sales can be full of buzzwords \u2014 \u201csynergies,\u201d \u201cparadigm shifts,\u201d \u201cdisruption strategies.\u201d But when I fall back on jargon, it only clouds the message. So, avoid them as much as possible, and instead, use simpler words.<\/p>\n

The simpler and sharper you are, the stronger your executive summary sounds. I try to imagine explaining it to a smart friend outside of the industry \u2014 if I wouldn\u2019t say it out loud, I don\u2019t write it.<\/p>\n

<\/a> <\/p>\n

Executive Summary Template<\/strong><\/h2>\n

<\/a><\/p>\n

Download Your Free Executive Summary Template Here<\/a><\/p>\n

In this free executive summary template, you\u2019ll be able to outline several pieces of information, including:<\/p>\n

Introduction: <\/strong>Explain what your executive summary contains. <\/p>\n

Company and opportunity: <\/strong>Explain who you are and your biggest opportunities for growth. <\/p>\n

Industry and market analysis: <\/strong>Explain the state of your industry and your target market. <\/p>\n

Management and operations: <\/strong>Explain who your key leaders are and their roles. <\/p>\n

Implementation and marketing: <\/strong>Explain how you plan to deploy your product to the marketplace. <\/p>\n

Financial plan: <\/strong>Explain your company\u2019s finances. Change the verbiage depending on whether you\u2019re writing to investors or a general audience. <\/p>\n

Conclusion:<\/strong> Summarize what you\u2019ve covered. <\/p>\n

Ready? Download your free executive summary template<\/a>.<\/p>\n

Let\u2019s review a few examples.<\/p>\n

<\/a> <\/p>\n

Executive Summary Examples<\/strong><\/h2>\n

1. HubSpot\u2019s 2024 DI&B (Diversity Report)<\/h3>\n

Even before joining the team, I always kept an eye out for HubSpot\u2019s annual diversity report<\/a>.<\/p>\n

Similar to AllBirds\u2019 sustainability report, this document is part of an admirable effort to be transparent about the company\u2019s progress towards one of its biggest objectives: building a sustainable, equitable, and high-performing company.<\/em><\/p>\n\n

Source<\/em><\/a><\/p>\n

In this six-page 2024 executive summary, we share why diversity, equity, and belonging (DI & B) are important to us, reiterate why we create this report, and highlight trends from the last year.<\/p>\n

We share key statistics and wins, but also get candid about where we still need to improve and the steps we will take to make it happen.<\/p>\n\n

Source<\/em><\/a><\/p>\n

I also love how we define key terms to help readers understand the rest of the report. This is an excellent example of setting the tone for the rest of your document in an executive summary and making it easier to navigate.<\/p>\n

Here\u2019s an excerpt of our executive summary:<\/em><\/p>\n

\u201c<\/em>Reflecting on 2023:<\/em><\/strong><\/p>\n

We maintained gender parity at the Director and Manager levels. <\/em>
\n We sustained growth in BIPOC representation within our overall U.S. workforce. <\/em>
\n Some progress has been made in enhancing BIPOC representation at the Director level, but more efforts are needed to ensure our Managers and VP population reflects our commitment to including underrepresented groups. This includes nurturing a robust internal talent pipeline and supporting equitable professional development processes, particularly at the managerial level. <\/em>
\n Progress in achieving gender balance in Sales and Engineering was made, but we recognize that we are not progressing as rapidly as we would like, and our focus here will continue through 2024. <\/em> <\/p>\n

This report also includes self-reported categories from our Self-Identification Survey. This voluntary survey helps us have a deeper understanding of the full identities that color the perspectives, working styles, and experiences of HubSpotters. This year, 38% of HubSpotters chose to self-identify. A few highlights:<\/em><\/p>\n

48.2% identify as first-generation <\/em>
\n 35.3% identify as parents <\/em>
\n 14.7% identify as members of the LGTBQ+ community <\/em>
\n 11.8% identify as having a disability.\u201d<\/em> <\/p>\n

2. ClickUp: Product Update Release Notes<\/h3>\n

Now, I know this article is about writing <\/em>an executive summary, but I love ClickUp\u2019s unique approach with its product release notes videos.<\/p>\n\n

Source<\/em><\/a><\/p>\n

In this 3.54 update<\/a>, they deliver their executive summary in a video under two minutes long. A member of their team speaks directly to the viewer, explaining the product updates made while also demonstrating the changes directly in the tool.<\/p>\n

However, surrounding the video are brief notes that introduce and explain the two major updates made, along with insights on how ClickUp users can apply them. This is great for those who don\u2019t want to (or are unable to) engage with the video.<\/p>\n

Here are the notes:<\/p>\n

\u201c<\/em>ClickUp Release Notes 3.54<\/em><\/a><\/strong><\/p>\n

Hey, Community!<\/em><\/p>\n

This week’s ClickUpdates brings you new <\/em>Connected Search for Microsoft Teams, eye-catching link previews,<\/em><\/strong> and more!<\/em><\/p>\n

Connected Search, now for Microsoft Teams:<\/em><\/strong> Looking to quickly find context buried in an old conversation? Now, you can easily locate Microsoft Teams conversations right from ClickUp’s Connected Search.<\/em><\/p>\n

Context at a glance with eye-catching link previews:<\/em><\/strong> From Spotify songs and Miro boards to LinkedIn posts and Reddit threads, links pasted in ClickUp appear as rich previews that grab attention and add context, all without leaving your Workspace.<\/em><\/p>\n

Check out these features and more in<\/em> Release Notes 3.54!<\/em><\/a> \ud83d\ude80\u201d<\/em><\/p>\n

It\u2019s snappy and engaging and gives you a taste of what you\u2019ll find detailed in the longer notes.<\/p>\n

3. McKinsey: A Microscope on Small Businesses: Spotting Opportunities to Boost Productivity (Research Report)<\/h3>\n\n

Source<\/em><\/a><\/p>\n

This digital report from research firm McKinsey Global Institute<\/a> features an executive summary titled \u201cAt a Glance.\u201d<\/p>\n\n

Source<\/em><\/a><\/p>\n

Here, the organization recaps the key findings from its 56-page research report in six easy-to-skim bullet points.<\/p>\n

It\u2019s compelling, easy to digest, and makes it easy to jump into the full report with download links.<\/p>\n

Here\u2019s an excerpt of the summary:<\/p>\n

\u201c<\/em>At a glance<\/em><\/strong><\/p>\n

Micro-, small, and medium-sized enterprises (MSMEs) form the backbone of economies. Across the 16 countries we examine, MSMEs account for two-thirds of business employment in advanced economies\u2014and almost four-fifths in emerging economies\u2014as well as half of all value added. They also power dynamism and will play an important role in preserving competitiveness in an era of shifting global production.<\/em>
\n Boosting MSME productivity relative to large companies could yield significant value. Small business productivity is only half that of large companies, and less in emerging economies. Raising MSMEs to top-quartile levels relative to large companies is equivalent to 5 percent of GDP in advanced economies and 10 percent in emerging economies.\u201d<\/em> <\/p>\n

4. UN: World Economic Situation and Prospects 2024<\/h3>\n\n

Source<\/em><\/a><\/p>\n

Finally, we have a fairly traditional approach to an executive summary from the United Nations (UN)<\/a>, clocking in at 16 pages.<\/p>\n

Now, I know. Sixteen pages seems lengthy, but the full report is just shy of 200 pages.<\/p>\n

The executive summary highlights the report\u2019s key findings with clear headers. Then, it expands on those headers with relevant statistics. It also uses bold font to draw attention to the countries or regions affected, which is likely to be the reader’s primary interest.<\/p>\n

The tone and visual design are both formal, which aligns with the prestige of the United Nations. Overall, this executive summary does an admirable job of making the report’s information more approachable.<\/p>\n

Here\u2019s an excerpt of this executive summary:<\/p>\n

\u201cA fragile resilience masks underlying risks and vulnerabilities<\/strong><\/p>\n

The world economy proved more resilient than expected in 2023 amid significant monetary tightening and lingering policy uncertainties worldwide, even as multiple shocks arising from conflict and climate change wrought havoc on the lives and livelihoods of millions, further jeopardizing progress towards sustainable development. Several large developed economies showed remarkable resilience, with robust labour markets supporting consumer spending despite sharp monetary tightening. At the same time, inflation gradually declined in most regions on the back of lower energy and food prices, allowing central banks to slow or pause interest rate hikes.<\/em><\/p>\n

This veneer of resilience, however, masks both short-term risks and structural vulnerabilities. Underlying price pressures are still elevated in many countries. A further escalation of conflicts in the Middle East poses the risk of disrupting energy markets and renewing inflationary pressures worldwide. As the global economy braces for the lagged effect of sharp interest rate increases, the major developed country central banks have signalled their intention to keep interest rates higher for longer. The prospects of a prolonged period of higher borrowing costs and tighter credit conditions present strong headwinds for a world economy that is saddled with high levels of debt but also in need of increased investment, not only to resuscitate growth but also to fight climate change and accelerate progress towards the Sustainable Development Goals (SDGs).\u201d<\/em><\/p>\n

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Should you use AI to generate executive summaries?<\/strong><\/h2>\n

I\u2019ll be honest: I used to be skeptical about using AI for executive summaries (or writing, in general).<\/p>\n

Summarizing something important always felt like a deeply human task to me\u2014reading between the lines, picking up the nuances, framing the story just right. And in a marketing and sales environment, where messaging is everything, the stakes feel even higher.<\/p>\n

However, the reality is that AI has come a long way. Today, if used thoughtfully, AI tools can significantly speed up the summarization process without compromising quality. The key is to treat AI like your writing assistant, not your final editor.<\/p>\n

Tools like HubSpot\u2019s AI Content Writer<\/a> can help you outline the rough shape of your summary, highlight important facts, and even suggest a more refined structure. Instead of staring at a blank page, you get a strong starting point, and that can be a major time-saver when you\u2019re juggling multiple marketing campaigns, sales updates, or leadership reports.<\/p>\n

But it\u2019s still your job to sharpen the tone, make strategic decisions about what matters most, and tailor the summary to your specific audience.<\/p>\n

So yes, use AI \u2014 but use it wisely. Here’s how:<\/p>\n

Tips for Using AI to Write Executive Summaries<\/h3>\n

Feed it clean, organized inputs. <\/strong>AI models are only as good as the information you give them. Before you ask an AI tool to summarize, make sure your document is clearly structured and focused. Otherwise, you\u2019ll get a messy, vague summary that you\u2019ll have to rewrite from scratch. <\/p>\n

Tell the AI exactly what you want. <\/strong>When using generative AI tools, be specific. Instead of saying \u201csummarize this,\u201d say \u201csummarize this for a CMO, focusing on campaign results and next steps.\u201d The more context you provide, the closer the first draft will be to something you can work with. <\/p>\n

Don\u2019t accept the first output at face value. <\/strong>AI can generate strong drafts, but they usually need a human touch to match your brand voice, pull in emotional elements, and tighten the message. I always review, revise, and reshape the AI\u2019s output before calling it final. <\/p>\n

Use AI to save time, not make final decisions.<\/strong> Think of AI as the assistant that helps you move faster, not the strategist who knows which details matter most. You still need to decide which results, facts, and calls to action should lead the story. <\/p>\n

Double-check facts and numbers. <\/strong>Always double-check that the AI didn\u2019t accidentally distort your numbers, especially when summarizing marketing data, campaign metrics, or sales results. Even small mistakes can cost you credibility with executives. <\/p>\n

Using AI the smart way can help you create clearer, stronger executive summaries without all the headache. If you\u2019d like to try it out, check out HubSpot\u2019s AI Content Writer tool<\/a>.<\/p>\n

<\/a> <\/p>\n

Make your executive summary memorable.<\/strong><\/h2>\n

Make sure your executive summary is strong. Tell your story. Include compelling data and facts. Use easy-to-understand and digestible language. And if you can, get visual.<\/p>\n

An executive summary should be concise yet memorable. After all, this may be the only part of your proposal, report, or analysis that actually gets read.<\/p>\n

Use the guidance above to ensure your executive summary resonates with your audience and opens the door to the opportunities you crave.<\/p>\n

Editor’s note: This post was originally published in December 2018 and has been updated for comprehensiveness.<\/em><\/p>","protected":false},"excerpt":{"rendered":"

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