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Pushing ideas through the organisation

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One of the greatest feelings you’re likely to experience as a marketer is the moment you realise you’ve hit on a great content idea. But too often, the excitement is short lived. Of course you know it’s a great idea, but now you need to convince the rest of your business too.

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Pushing ideas through the organisation

  1. 1. The marketer’s guide to pushing ideas through the organisation
  2. 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. 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. 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. 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. 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. 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. 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. 9. Step 1: Identifying your stakeholders
  10. 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. 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. 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. 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. 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. 15. Step 2: Gaining buy-in
  16. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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

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