How to Get Marketing Buy-in from Stakeholders
HBO’s Succession has mesmerised viewers with its gripping drama and dark humour, and its current final season has many on the edge of their seats.
For those who may not be fans of the Roy family and their power struggles, that’s alright.
This blog is not about debating which sibling will ultimately take control. Instead, it highlights the importance of stakeholder marketing buy-in for business leaders everywhere.
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Why stakeholder marketing buy-in matters
While Succession may be an extreme example of what happens when stakeholders are not aligned, it serves as a reminder of why stakeholder marketing buy-in should be given due consideration when implementing a marketing agency into your business.
Stakeholders are not just obstacles to implementation, but can actually bring significant value by offering insights and encouraging their teams to buy-in. The best outcome is when stakeholders immediately buy-in, as they become natural advocates who can influence others to do the same.
By recognising and leveraging stakeholders’ unique perspectives and influence, they can become valuable allies in your marketing initiatives, increasing the likelihood of obtaining marketing buy-in across the organisation.
Identifying key stakeholders
The first step in obtaining internal buy-in is identifying your stakeholders, which requires a comprehensive understanding of their roles, challenges, requirements, and objectives.
Consider the perspectives of stakeholders from all relevant departments and carefully map out how they fit into the broader marketing process. It’s important to recognise that marketing is not a siloed area of the business, as it impacts every revenue stream. Hence, stakeholders are involved for a reason.
You should also consider how marketing initiatives will impact and benefit your sales team, culture, and internal marketing teams, if any.
Obtaining buy-in may not happen overnight and may not even happen on the first attempt. The best approach is to be prepared for potential objections:
- Teams not ready for change: A common hurdle to securing buy-in is a lack of enthusiasm or willingness to embrace change. Some stakeholders may worry about the impact on internal processes, roles, and responsibilities, or potential resistance to change from employees or other stakeholders. These concerns should be carefully considered.
- Previous experiences: If a stakeholder has had a negative experience with a marketing agency in the past, it may shape their response. In such cases, consider working one-on-one with the stakeholder and the prospective agency to address concerns and build trust.
- Understanding marketing: Obtaining buy-in always requires education. Some non-marketing areas of the business may not fully grasp the value of marketing. To overcome this, highlight the relevance and benefits of marketing from each stakeholder’s perspective, address their concerns, and demonstrate how marketing initiatives can positively impact them.
In a world where information overload is constant, data is the reliable foundation. Data is one of the most effective tools for persuasive communication. When presented effectively, it adds weight and credibility to your proposals.
Concrete data eliminates guesswork, prevents arguments based on bias or assumptions, and helps build a compelling case for buy-in. Identify the most relevant statistical data that authentically supports your claims and present it in a visually appealing manner that is easy to comprehend. Additionally, ensure you cover data supporting both short-term and long-term benefits.
We can also learn from the Roy family the importance of communication (or the consequences of being truly terrible communicators).
To keep things moving towards implementation, ensure you maintain active discussions with your key stakeholders. Organised collaborative brainstorming sessions with stakeholders and your external marketing team to generate new ideas and solutions.
Encourage open and candid discussions, and create a space for stakeholders to voice their opinions and perspectives. Incorporate stakeholders‘ input into the marketing strategies and show how their ideas have been implemented into future marketing activities. This approach fosters a sense of ownership among stakeholders and increases their engagement.
Ready to secure stakeholder buy-in and elevate your marketing strategy? Get in touch Attain today and let our expert team support from strategy through to implementation.