Join Drew Boyd for an in-depth discussion in this video Presenting to leadership teams, part of Marketing Foundations.
An effective marketing plan is one that lays out a coordinated set of strategies and tactics to win in the marketplace. At some point in the process, you'll need to gain support for that plan. And perhaps the most important audience is your senior management. They're the ones, typically, who allocate financial and human resources to various projects in your company. Without their full support, you may end up not getting what you need. Here are some tips on how to make a big impact with senior leaders when presenting your marketing strategy.
First, try to lead with a story. Perhaps focus on a customer who had a great result using the product. This is a great way to remind people how your products bring value to customers. Next, share what's changed in the marketplace. What new threats, new products or trends are out there that are creating a challenge. We call this creating the burning platform. You want people to understand the difficult situation you're up against. Then share the process you went through to create the marketing plan.
Give credit to your team members. It builds your credibility when you've collaborated with a cross-functional team. Be as brief as possible, because you probably won't have a lot of time. You should be prepared with different length presentations. For example, you should have a 10 minute version, a 30 minute version and a one hour version. Savvy marketers also know how to present their strategy in 30 seconds or less, the so-called elevator speech. After all, it's all about getting people on board.
You don't have to share every detail about your plan, just the highlights. Present the market conditions, the competitive situation, your strategy in terms of who you're targeting and how your positioning approach will convert customers. Be completely up front about the weaknesses or risks with your plan. You gain trust when you're up front and honest about potential issues. Then, share your forecasted revenue and budget needs. Make sure they completely understand your assumptions.
Take your time here. If you see that someone has a different view around the assumptions, clarify it on the spot. Not aligning around the assumptions now can create real problems for you later. Remind them that funding your marketing plan is an investment, not a cost. Assure them that you're committed to getting them a good ROI. Given their experience, be sure to ask them for feedback on ways to improve your plan. Finish the presentation by asking them for their support.
It's the old sales adage, always ask for the order. You're there to get approval, so look them straight in the eye and ask for it. Great marketers show passion and enthusiasm for the products and services they manage. If your senior managers see that you're excited and confident, you're going to win them over.
You'll also learn to address tactical challenges and present the plan to get buy-in throughout an organization, from the C-suite to the sales team, as well as use the marketing plan to guide outside agencies and vendors. Finally, you'll learn how to launch the campaign and measure its performance.
- Marketing in an organization
- Assembling the team
- Creating the marketing plan
- Analyzing your products, customers, and market
- Segmenting customers
- Creating a value proposition
- Developing a strategy
- Setting goals
- Setting prices
- Using social media
- Presenting your plan to leadership
- Budgeting your plan
- Measuring success