Comments on: Getting Management Buy-In For Integrated Marketing & Communications

By: tom martin

tom martin — Fri, 05 Mar 2010 13:01:40 +0000

Beth

This post is exactly why I’m so glad you’re back in the blogging game. Great stuff… can’t wait to share with others that can benefit from such straightforward, simple advice.

Thanks and congrats on new gig…they’re so lucky to have you.
@TomMartin
tom martin´s last blog ..How can a hotel leverage social media?

By: mark allen roberts

mark allen roberts — Mon, 15 Feb 2010 01:13:13 +0000

The quickest way to gain buy in on a market focused approach versus a sales driven approach is interview your market. Speak with customers, those you quoted and lost, and those currently thinking about buying your product or service.

As I discussed in my blog http://nosmokeandmirrors.wordpress.com/2009/11/23/proven-steps-to-profitable-growth-step-one-establish-market-truth/ I really don’t care what your company Hippos (highest paid people in silos) think, I care what the market thinks.

If you really want to cause a hush over a board meeting, play a video of a customer sharing his likes and dislikes in working with your team. Unfortunately in 80% of organizations, this will be the first time your Hippo’s heard directly from a customer in years!

Mark Allen Roberts
http://www.outbsolutions.com
mark allen roberts´s last blog ..Choose to be a Builder in 2010….not a Wrecker

By: Michael Friesen

Michael Friesen — Thu, 11 Feb 2010 01:10:47 +0000

Oh, and one very key aspect of this whole “internal sell” thing, is that you not only share small successes, but give them. So in otherwords, you go to people and congratulate them on their contribution to what the company (your idea) is trying to do. The best, most siginificant “Internal Sell” I accomplished was one wherein I turned the entire Sprint Corporation on it’s ear, against my VP’s desires, and with getting little or no credit from most of the corporation. The people that I sold it through – subordinates of other executives – knew it was me. As did their executives. But the point is that the idea was significant, the change to the corporation’s bottom line was unbelievable, and most people didn’t know it came from me. Many people thought it was their idea. It was one of my top favorite corporate accomplishments.
(It’s in the book…)

By: Michael Friesen

Michael Friesen — Thu, 11 Feb 2010 01:03:55 +0000

btw – I wrote that book. It’s in libraries and universities all over the world. It sells for something like $100 now, but if you google it you can get a real nice condition used version for much less. You’ll get a lot out of it. I promise it will help your career. Promise.

Michael

By: Anna Barcelos

Anna Barcelos — Thu, 11 Feb 2010 00:12:23 +0000

Michael, thanks for the book reference. I’m personally going through that now in my organization where we are adding a new department to a traditional company. You can imagine the change agent I’ve had to be and truly the toughest sell has been the internal sell. Employees are very comfortable with the way the company has been operating for many years. Adding this new initiative has been a challenging experience for me. It’s all about internal education, sharing small successes to earn trust and being consistent. It isn’t easy but possible. Luckily this new direction has been totally supported from the top. If it starts there, life is much easier.
Anna Barcelos´s last blog ..Five Confessions of an Integrated Marketing Communications Marketer