A Marketer’s Biggest Challenge
Imagine this. You’ve been presented with a business challenge. Many cups of coffee later, you crack the code, and you’ve created an all-encompassing marketing framework. The audience (and their data) is determined, the platforms and channels are selected, and you know exactly how you’re going to measure and track the success of your plan.
All you have to do is get the buy-in from upper management. And that, my friends, is the hardest part of a marketer’s job. So to help you get organizational and operational support, here are a few tips to keep in mind while you “pitch” your strategy to executives.
“Dolla dolla bills, ya’ll.” Out of the gate, I would lead with how your marketing framework will help make or save your company money. Be sure to know costs, ROI, and any other monetary figure because they will ask.
Explain. But not too much. Years ago, when I was new to marketing, I’d get so excited that I would share every detail whenever I had an idea. While executives appreciate the enthusiasm, they don’t need to know the intricacies at a micro-level. Also, keep in mind, you probably will only get a small sliver of time to showcase your strategy. Industry Week recommends incorporating the 10/30 Rule, “if you are scheduled for 30 minutes on the agenda, prepare just 10 minutes of material.” Use every minute wisely and get to the point.
Why? Bring every aspect of the framework you’ve created back to “the why.” Explain why it is beneficial for all departments, not just the marketing department, to adopt this new process. Tell them why having a plan that places the customer first is profitable. What you’re doing is connecting the dots of what you’re proposing, the financial impacts, and why it is beneficial to all stakeholders.
Many times, the success of your marketing plan will depend on the support you receive from upper management. It’s your job to speak their language as you sell your idea to them. Good luck!
