Gain buy-in from the C-suite: how to influence the Boardroom

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colleagues...","articleBody":"I see it as an important part of my job to ensure that my clients (mostly CMOs and some CEOs) have the tools to gain \u2018buy-in\u2019 from their Boardroom colleagues. I attended a Panel Discussion recently, organised by the Chartered Institute of Marketing (CIM). The Panel consisted of a mix of client and agency-side professionals, all of whom had the need to achieve this buy-in. So it was very helpful and interesting to hear how they went about it, and the experiences they had had.   Their various tips for CMOs and Boardroom experiences can be summarised and simplified under a number of headings: Commitment: if you don\u2019t demonstrate commitment, it won\u2019t fly in the Boardroom! It\u2019s essential to involve the whole Board, so no-one is left out. Otherwise they will become your nemesis. Rope in the Chair too \u2013 they may have a huge influence, especially in an SME. Clarity: you have to ensure everyone on the Board understands it. For example, the CFO, the COO and obviously the CEO. To do this you need to be able to speak the language of the non-marketing stakeholder \u2013 i.e. use their words, not yours. Credibility: there has to be a match between the business KPIs and those of Marketing, otherwise buy-in is unlikely. ROI is paramount. Your commitment as a marketer must extend to all their stakeholder\u2019s goals. Creativity: be creative in your approach \u2013 build up knowledge in the Boardroom of what the Marketing Department does. Use charts and infographics. Ensure they see your advertisements, websites, posts and promotions before or as soon as the market does. Make them feel involved. Trust: the more familiar the C-suite is with your marketing activities, issues, triumphs and vital statistics, the more they will accept your proposals and initiatives. This is a cultural transformation which requires a growth mindset in the Boardroom, not complacency. It comes with trust, which is only won by performing all the activities above. Brand: develop your own personal brand so the C-suite recognises you for what you are. Someone who is going to drive their business forwards. To do this, you need to understand the culture of the Boardroom and gain acceptance as part of their team. You also need patience \u2013 it takes time. But get your personal brand right and you can speed up the process. Evidence: get the research and use it to back your proposals. Avoid campaigns built on \u2018gut instinct\u2019 because your job will be on the line \u2013 and they know it so you\u2019ll be in the firing line! Make a good business case for your proposals which will get over any personality issues. Be realistic and cautious \u2013 treat the budget as if it was your own money. Investment: you must treat your initiatives as an investment, not a cost. So don\u2019t follow every fashion\u2014audit and analyze it first, so you can judge it on its merits. Avoid the Gartner 'Hype Circle' \u2013 the Trough of Disillusionment \u2013 by managing their expectations and not overselling your ideas.   Summary These points are all important ones and worth integrating into your thinking when you are talking at C-suite level or in the Boardroom. Gaining buy-in at this level is so important that you can\u2019t just leave it to chance, reputation or personality. 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<span>Oct 15, 2024</span> <span class="author">by <a href="https://mar-com.net/author/markbaines/">Mark Baines</a></span> <span class="category">Category: <a href="https://mar-com.net/category/business/">Business</a>, <a href="https://mar-com.net/category/marketing/">Marketing</a></span> <span>Tags: <a href="https://mar-com.net/tag/b2b/">b2b</a>, <a href="https://mar-com.net/tag/business/">business</a>, <a href="https://mar-com.net/tag/marketing/">marketing</a></span> </div> <div class="blog_post_image"> <div class="pf_output_container"><img class="featured_image_standalone" src="https://mar-com.net/wp-content/uploads/Influence-the-boardroom-1170x630.jpg" alt="" /></div> </div> <div class="blog_content"> <p>I see it as an important part of my job to ensure that my clients (mostly CMOs and some CEOs) have the tools to gain ‘buy-in’ from their Boardroom colleagues.</p> <p>I attended a Panel Discussion recently, organised by the <a href="https://cim.co.uk/" target="_blank" rel="noopener">Chartered Institute of Marketing (CIM)</a>. The Panel consisted of a mix of client and agency-side professionals, all of whom had the need to achieve this buy-in. So it was very helpful and interesting to hear how they went about it, and the experiences they had had.</p> <p> </p> <h4>Their various tips for CMOs and Boardroom experiences can be summarised and simplified under a number of headings:</h4> <p><a href="https://mar-com.net/how-we-help/" target="_blank" rel="noopener">Commitment</a>: if you don’t demonstrate commitment, it won’t fly in the Boardroom! It’s essential to involve the whole Board, so no-one is left out. Otherwise they will become your nemesis. Rope in the Chair too – they may have a huge influence, especially in an SME.</p> <p><strong>Clarity</strong>: you have to ensure everyone on the Board understands it. For example, the CFO, the COO and obviously the CEO. To do this you need to be able to speak the language of the non-marketing stakeholder – i.e. use their words, not yours.</p> <p><strong>Credibility</strong>: there has to be a match between the business KPIs and those of Marketing, otherwise buy-in is unlikely. ROI is paramount. Your commitment as a marketer must extend to all their stakeholder’s goals.</p> <p><a href="https://mar-com.net/how-we-help/design/" target="_blank" rel="noopener">Creativity</a>: be creative in your approach – build up knowledge in the Boardroom of what the Marketing Department does. Use charts and infographics. Ensure they see your advertisements, websites, posts and promotions before or as soon as the market does. Make them feel involved.</p> <p><a href="https://mar-com.net/" target="_blank" rel="noopener">Trust</a>: the more familiar the C-suite is with your marketing activities, issues, triumphs and vital statistics, the more they will accept your proposals and initiatives. This is a cultural transformation which requires a growth mindset in the Boardroom, not complacency. It comes with trust, which is only won by performing all the activities above.</p> <p><a href="https://mar-com.net/our-work/" target="_blank" rel="noopener">Brand</a>: develop your own personal brand so the C-suite recognises you for what you are. Someone who is going to drive their business forwards. To do this, you need to understand the culture of the Boardroom and gain acceptance as part of their team. You also need patience – it takes time. But get your personal brand right and you can speed up the process.</p> <p><a href="https://support.google.com/analytics/answer/10089681?hl=en" target="_blank" rel="noopener">Evidence</a>: get the research and use it to back your proposals. Avoid campaigns built on ‘gut instinct’ because your job will be on the line – and they know it so you’ll be in the firing line! Make a good business case for your proposals which will get over any personality issues. Be realistic and cautious – treat the budget as if it was your own money.</p> <p><strong>Investment</strong>: you must treat your initiatives as an investment, not a cost. So don’t follow every fashion—audit and analyze it first, so you can judge it on its merits. Avoid the Gartner ‘<a href="https://en.wikipedia.org/wiki/Gartner_hype_cycle" target="_blank" rel="noopener">Hype Circle</a>‘ – the Trough of Disillusionment – by managing their expectations and not overselling your ideas.</p> <p> </p> <h4>Summary</h4> <p>These points are all important ones and worth integrating into your thinking when you are talking at C-suite level or in the Boardroom. Gaining buy-in at this level is so important that you can’t just leave it to chance, reputation or personality.</p> <p>With these ideas behind you, you can expect to be much more effective in your C-suite communications.</p> </div> <div class="dn"></div> <div class="clea_r"></div> </div> <div class="prev_next_links"> <div class="fleft"> <a class=" shortcode_button btn_small btn_type5 share_btn" href="javascript:void(0);"><i class="fa fa-mail-forward"></i>Share</a> <div class="post_social_icons"> <div class="social_icons"> <ul> <li><a class="soc_fb" target="_blank" href="https://www.facebook.com/share.php?u=https://mar-com.net/marketing/gain-buy-in-from-the-c-suite-how-to-influence-the-boardroom/"><i class="fa fa-facebook"></i></a></li> <li><a class="soc_tweet" target="_blank" href="https://twitter.com/intent/tweet?text=Gain buy-in from the C-suite: how to influence the Boardroom&url=https://mar-com.net/marketing/gain-buy-in-from-the-c-suite-how-to-influence-the-boardroom/"><i class="fa fa-twitter"></i></a></li> <li><a class="soc_google" target="_blank" href="https://plus.google.com/share?url=https://mar-com.net/marketing/gain-buy-in-from-the-c-suite-how-to-influence-the-boardroom/"><i class="fa fa-google-plus"></i></a></li> <li><a class="soc_pinterest" target="_blank" href="https://pinterest.com/pin/create/button/?url=https://mar-com.net/marketing/gain-buy-in-from-the-c-suite-how-to-influence-the-boardroom/&media=https://mar-com.net/wp-content/uploads/Influence-the-boardroom-150x150.jpg"><i class="fa fa-pinterest"></i></a></li> </ul> </div> </div> </div> <div class="fright"> <span><a href="https://mar-com.net/events/are-trade-shows-worth-it-the-value-of-b2b-trade-events/" rel="prev">Previous post</a></span> <span><a href="https://mar-com.net/marketing/marketing-is-war-marketers-must-be-prepared-for-the-future-whatever-it-brings/" rel="next">Next post</a></span> </div> <div class="clear"></div> </div> <div class="row"> <div class="col-sm-12 featured_posts"> <div class="bg_title"><h5>Related Posts</h5></div> <div class="featured_items"> <div class="items4"> <ul class="item_list"> <li> <div class="item"> <div class="item_wrapper"> <div class="img_block"> <img alt="" src="https://mar-com.net/wp-content/uploads/Mar-com.net-Feature-Image-6-270x185.png"> <a class="featured_ico_link view_link" href="https://mar-com.net/knowhow/b2b-social-media-trends-2023/"></a> </div> <div class="featured_items_body"> <div class="featured_items_title"> <h5><a href="https://mar-com.net/knowhow/b2b-social-media-trends-2023/">6 Key B2B Social Media Trends to Watch in 2023</a></h5> </div> <div class="featured_item_content"> Over the past few years, social media marketing has quickly ... </div> <div class="featured_meta">Sep 21, 2023  /  <a href="https://mar-com.net/knowhow/b2b-social-media-trends-2023/">0 comments</a></div> </div> </div> </div> </li> <li> <div class="item"> <div class="item_wrapper"> <div class="img_block"> <img alt="" src="https://mar-com.net/wp-content/uploads/why-google-is-scared-270x185.jpg"> <a class="featured_ico_link view_link" href="https://mar-com.net/marketing/why-google-is-scared/"></a> </div> <div class="featured_items_body"> <div class="featured_items_title"> <h5><a href="https://mar-com.net/marketing/why-google-is-scared/">Why google is scared?</a></h5> </div> <div class="featured_item_content"> We’re all digital natives, or digital immigrants, right? 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