Expert's Panel

A collection of timely and important topics posed to our panel of experts.

Back to Expert's Panel

    How do I sell senior management on the importance of marketing in my company?

  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.
  2. Do what you said you were going to do. Don't waste time with reasons and excuses, just make it happen.
  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.
  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.