SlideShare a Scribd company logo
The marketer’s guide to
pushing ideas through
the organisation
We live in a world that bombards us with
competing marketing messages.
B2B businesses can only win the
attention – and ultimately the business –
of senior decision makers through the
quality of their thinking.
What’s the big idea?
Copyright Man Bites Dog 2016. Please share and credit. www.manbitesdog.com
Ideas-led sales
and marketing is
the only marketing
that stands out.
Great thinking is in demand
Copyright Man Bites Dog 2016. Please share and credit. www.manbitesdog.com
A rock and a hard place
Finding the right big idea is crucial*.
But that’s only the first hurdle. The
next challenge is protecting the idea
and pushing it through the
organisation.
*Visit http://www.manbitesdog.com/campaigns/no-idea/
for more information
Copyright Man Bites Dog 2016. Please share and credit. www.manbitesdog.com
The rock
92% of CMOs* say…
“It is my responsibility to
champion innovation at board
level”
*Man Bites Dog Crisis of Creativity study. Visit http://
www.manbitesdog.com/campaigns/crisis-of-creativity/
for more information
Copyright Man Bites Dog 2016. Please share and credit. www.manbitesdog.com
The hard place
But here’s the rub, nearly 60%*
also believe…
“The leaders of my
organisation kill
creativity dead”
*Man Bites Dog Crisis of Creativity study. Visit http://
www.manbitesdog.com/campaigns/crisis-of-creativity/
for more information
Copyright Man Bites Dog 2016. Please share and credit. www.manbitesdog.com
Lack of strategic focus
When little currency is given to
the quality of ideas, marketing
initiatives lack strategic
focus and have little
impact.
Copyright Man Bites Dog 2016. Please share and credit. www.manbitesdog.com
Championing Ideas
So, how do
you get the
buy in needed
to push ideas
through the
organisation?
Copyright Man Bites Dog 2016. Please share and credit. www.manbitesdog.com
Step 1: Identifying your
stakeholders
Identifying your stakeholders
You don’t need everyone on board,
just those that matter.
The
Red Herring
The VisionaryThe Blocker
The
Cheerleader
influence
buy-in
Copyright Man Bites Dog 2016. Please share and credit. www.manbitesdog.com
The Blocker
Openly sceptical with
the power to block
new ideas and
influence others.
Copyright Man Bites Dog 2016. Please share and credit. www.manbitesdog.com
The Red Herring
Time wasters who
make a lot of negative
noise but have little or
no influence on
decision making.
Copyright Man Bites Dog 2016. Please share and credit. www.manbitesdog.com
The Visionary
Champions marketing
within the organisation.
Often a senior decision
maker who is open to
supporting new ideas.
Copyright Man Bites Dog 2016. Please share and credit. www.manbitesdog.com
The Cheerleader
A supporter and
enthusiast but
unfortunately, not a
key decision maker.
Copyright Man Bites Dog 2016. Please share and credit. www.manbitesdog.com
Step 2: Gaining buy-in
You should focus your time on
people who can make make or
break a campaign: the The
Visionary and the The Blocker.
Here are a few tried
and tested strategies...
Copyright Man Bites Dog 2016. Please share and credit. www.manbitesdog.com
Find a champion
Identify The Visionary in the business who can help carry
your idea forward. Arm them with the tools they need to
advocate and influence on your behalf.
Copyright Man Bites Dog 2016. Please share and credit. www.manbitesdog.com
Focus on the big picture
Demonstrate how your idea is clearly aligned
with the objectives of the business.
Copyright Man Bites Dog 2016. Please share and credit. www.manbitesdog.com
Demonstrate client and
customer demand
Show that your idea matters to clients and
explain how it’s aligned to their needs.
Copyright Man Bites Dog 2016. Please share and credit. www.manbitesdog.com
Measure what’s
important
Create a measurement
framework to manage
expectations and demonstrate
that you intend to measure the
commercial return of ideas.
Don't try and measure every
metric; focus on the one or two
that are most important to the
business.
Copyright Man Bites Dog 2016. Please share and credit. www.manbitesdog.com
Encourage
collaboration
Involve The Blocker and The Visionary in the
idea creation process. Create a sense of
ownership from the start.
Copyright Man Bites Dog 2016. Please share and credit. www.manbitesdog.com
Think commercially
Get the sales team bought in from the start. Join
the dots between your idea and content that will
generate an effective commercial conversation.
Copyright Man Bites Dog 2016. Please share and credit. www.manbitesdog.com
Limit interference
Have a tightly controlled approval process that
creates horses, not camels*.
*Huh? A camel is a horse designed by a committee of course!
Copyright Man Bites Dog 2016. Please share and credit. www.manbitesdog.com
Share successes
Actively praise and promote the work of
employees that have been involved in
creating the marketing idea. People love to be
part of something successful.
Copyright Man Bites Dog 2016. Please share and credit. www.manbitesdog.com
Make your idea tangible
Have a clear and realistic plan with key
outcomes up front. Don’t set yourself up to fail.
Copyright Man Bites Dog 2016. Please share and credit. www.manbitesdog.com
Fight for your idea
You are the marketing expert. Get passionate
about ideas, it’s infectious.
Copyright Man Bites Dog 2016. Please share and credit. www.manbitesdog.com
For a taster workshop on ideas-led sales
and marketing, and how to push ideas
through your business.
To download our ‘No Idea?’ toolkit to help
you generate commercially effective ideas.
If you need someone to do the heavy lifting
on your latest PR and marketing challenge.
Get in touch today…
hello@manbitesdog.com // 01273 716 820
Copyright Man Bites Dog 2016. Please share and credit. www.manbitesdog.com
We generate ideas that deliver remarkable commercial
impact for business brands.
We specialise in strategy, content and communications for
the world’s smartest organisations.
Man Bites Dog is Europe’s most award-
winning B2B marketing and public
relations consultancy.
Further reading
http://www.manbitesdog.com/campaigns/no-idea/
http://www.manbitesdog.com/campaigns/crisis-of-creativity/
http://www.manbitesdog.com/campaigns/follow-the-leader/
Copyright Man Bites Dog 2016. Please share and credit. www.manbitesdog.com

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Pushing ideas through the organisation

  • 1. The marketer’s guide to pushing ideas through the organisation
  • 2. We live in a world that bombards us with competing marketing messages. B2B businesses can only win the attention – and ultimately the business – of senior decision makers through the quality of their thinking. What’s the big idea? Copyright Man Bites Dog 2016. Please share and credit. www.manbitesdog.com
  • 3. Ideas-led sales and marketing is the only marketing that stands out. Great thinking is in demand Copyright Man Bites Dog 2016. Please share and credit. www.manbitesdog.com
  • 4. A rock and a hard place Finding the right big idea is crucial*. But that’s only the first hurdle. The next challenge is protecting the idea and pushing it through the organisation. *Visit http://www.manbitesdog.com/campaigns/no-idea/ for more information Copyright Man Bites Dog 2016. Please share and credit. www.manbitesdog.com
  • 5. The rock 92% of CMOs* say… “It is my responsibility to champion innovation at board level” *Man Bites Dog Crisis of Creativity study. Visit http:// www.manbitesdog.com/campaigns/crisis-of-creativity/ for more information Copyright Man Bites Dog 2016. Please share and credit. www.manbitesdog.com
  • 6. The hard place But here’s the rub, nearly 60%* also believe… “The leaders of my organisation kill creativity dead” *Man Bites Dog Crisis of Creativity study. Visit http:// www.manbitesdog.com/campaigns/crisis-of-creativity/ for more information Copyright Man Bites Dog 2016. Please share and credit. www.manbitesdog.com
  • 7. Lack of strategic focus When little currency is given to the quality of ideas, marketing initiatives lack strategic focus and have little impact. Copyright Man Bites Dog 2016. Please share and credit. www.manbitesdog.com
  • 8. Championing Ideas So, how do you get the buy in needed to push ideas through the organisation? Copyright Man Bites Dog 2016. Please share and credit. www.manbitesdog.com
  • 9. Step 1: Identifying your stakeholders
  • 10. Identifying your stakeholders You don’t need everyone on board, just those that matter. The Red Herring The VisionaryThe Blocker The Cheerleader influence buy-in Copyright Man Bites Dog 2016. Please share and credit. www.manbitesdog.com
  • 11. The Blocker Openly sceptical with the power to block new ideas and influence others. Copyright Man Bites Dog 2016. Please share and credit. www.manbitesdog.com
  • 12. The Red Herring Time wasters who make a lot of negative noise but have little or no influence on decision making. Copyright Man Bites Dog 2016. Please share and credit. www.manbitesdog.com
  • 13. The Visionary Champions marketing within the organisation. Often a senior decision maker who is open to supporting new ideas. Copyright Man Bites Dog 2016. Please share and credit. www.manbitesdog.com
  • 14. The Cheerleader A supporter and enthusiast but unfortunately, not a key decision maker. Copyright Man Bites Dog 2016. Please share and credit. www.manbitesdog.com
  • 15. Step 2: Gaining buy-in
  • 16. You should focus your time on people who can make make or break a campaign: the The Visionary and the The Blocker. Here are a few tried and tested strategies... Copyright Man Bites Dog 2016. Please share and credit. www.manbitesdog.com
  • 17. Find a champion Identify The Visionary in the business who can help carry your idea forward. Arm them with the tools they need to advocate and influence on your behalf. Copyright Man Bites Dog 2016. Please share and credit. www.manbitesdog.com
  • 18. Focus on the big picture Demonstrate how your idea is clearly aligned with the objectives of the business. Copyright Man Bites Dog 2016. Please share and credit. www.manbitesdog.com
  • 19. Demonstrate client and customer demand Show that your idea matters to clients and explain how it’s aligned to their needs. Copyright Man Bites Dog 2016. Please share and credit. www.manbitesdog.com
  • 20. Measure what’s important Create a measurement framework to manage expectations and demonstrate that you intend to measure the commercial return of ideas. Don't try and measure every metric; focus on the one or two that are most important to the business. Copyright Man Bites Dog 2016. Please share and credit. www.manbitesdog.com
  • 21. Encourage collaboration Involve The Blocker and The Visionary in the idea creation process. Create a sense of ownership from the start. Copyright Man Bites Dog 2016. Please share and credit. www.manbitesdog.com
  • 22. Think commercially Get the sales team bought in from the start. Join the dots between your idea and content that will generate an effective commercial conversation. Copyright Man Bites Dog 2016. Please share and credit. www.manbitesdog.com
  • 23. Limit interference Have a tightly controlled approval process that creates horses, not camels*. *Huh? A camel is a horse designed by a committee of course! Copyright Man Bites Dog 2016. Please share and credit. www.manbitesdog.com
  • 24. Share successes Actively praise and promote the work of employees that have been involved in creating the marketing idea. People love to be part of something successful. Copyright Man Bites Dog 2016. Please share and credit. www.manbitesdog.com
  • 25. Make your idea tangible Have a clear and realistic plan with key outcomes up front. Don’t set yourself up to fail. Copyright Man Bites Dog 2016. Please share and credit. www.manbitesdog.com
  • 26. Fight for your idea You are the marketing expert. Get passionate about ideas, it’s infectious. Copyright Man Bites Dog 2016. Please share and credit. www.manbitesdog.com
  • 27. For a taster workshop on ideas-led sales and marketing, and how to push ideas through your business. To download our ‘No Idea?’ toolkit to help you generate commercially effective ideas. If you need someone to do the heavy lifting on your latest PR and marketing challenge. Get in touch today… hello@manbitesdog.com // 01273 716 820 Copyright Man Bites Dog 2016. Please share and credit. www.manbitesdog.com
  • 28. We generate ideas that deliver remarkable commercial impact for business brands. We specialise in strategy, content and communications for the world’s smartest organisations. Man Bites Dog is Europe’s most award- winning B2B marketing and public relations consultancy. Further reading http://www.manbitesdog.com/campaigns/no-idea/ http://www.manbitesdog.com/campaigns/crisis-of-creativity/ http://www.manbitesdog.com/campaigns/follow-the-leader/ Copyright Man Bites Dog 2016. Please share and credit. www.manbitesdog.com