4. Q. what behaviour or response am I trying to elicit? (Is it appropriate to the channel?) (Is it the *right* response for the business?) have I communicated this effectively to stakeholders? What are their KPIs?
26. According to a survey across 17 SABMiller markets, senior management buy-in was identified as the number one factor preventing adoption of tools and developing capabilities in the discipline. Source: Quirk Marketing
27. Q. what results do my stakeholders want to see? (based on the initial consultation with them) Business needs. Group goals/targets. Effective communications.