Your CEO doesn’t “get” marketing.
However, don’t throw a frustrated artiste-style strop. They’ve just been burned before. Here is how to win them round.
We’ve worked with brands the world over and delivered results.
Global payroll businesses, insurance companies, betting and gaming, maltings companies, breweries, hospitality giants, even bloody packaging companies.
You name it, we’ve done it.
One thing unites them all. The CEO is always a little sceptical about marketing.
They know they have to do it, they just don’t fully get the impact.
And when marketing is misunderstood, it gets underfunded. However, when it’s understood – it almost always drives growth.
Here are some tips to begin positive conversations about marketing:
- Start with revenue impact. Not reach.
- Show pipeline impact with real numbers.
- Build belief through results. Not theory.
- Look into your category positioning. What performance needs to be achieved to beat the two or three above you?
- Beyond budgets, what is the difference in approach between your business and the category leader to marketing?
- Speak to your customers – how do you amplify why people buy from you, rather than focus on why they do not?
