The Expert's Panel

Topic How do I sell senior management on the importance of marketing in my company?
The Experts Respond
  1. Be an effective communicator. Make sure you have a good understanding of what they expect from you. Keep them current and updated on your activities and events.
    . (92-270) .
  2. Do what you said you were going to do. Don't waste time with reasons and excuses, just make it happen.
    . (92-271) .
  3. Take the key question we have been dealing with�"Why should I buy your product?" Take a similar question from senior management�"Why should I have a relationship with you?" What is your answer to that? I ought to be because you bring specific value to the party.
    . (92-272) .
  4. Do things before you are asked. Have a strategic marketing plan. Be out in front before someone tells you to go do it. This makes management feel you are on top of the market opportunities.
    . (92-273) .