Many people struggle with selling “strategy” vs. execution work.
The main skill you need to have to become more strategic with your client work is to understand how what you do impacts your clients’ bottom line.
Until you understand how your work creates value—and how much—you’ll always have a hard time selling strategy-level work.
Once you unlock the ability to describe scenarios that lead to results and account for probabilities of achieving certain financial outcomes, your work will become demonstrably more valuable to you and your clients.
Get in the weeds with what you do. Try to understand how your work attracts business for your clients.
Understand things like acquisition costs, lifetime value, and marginal profit. Know how what you do moves those needles.
A little business knowledge plus a holistic view of marketing will go a long way.