Know-How Exchange : Strategy

Dear Deuces22,

Your pain is felt by many.

Who is your boss? Specifically what is his comfort zone? Sales, operations, finance, etc.? Evidently not Marketing.

A past VP of mine was a finance guy by training and comfort. Once I started giving him single page outlines of cost and projected revenue for proposed projects his "perceived" understanding increased quickly and all my projects were approved. Over time he started to deny my meeting requests and simply approve the expenses -- I had gained his trust.

Communicate with the boss in his terms; don't kill yourself trying to educate a resistant person. Try to identify a colleague the boss likes and see if you can get some tips -- what are the hot buttons (good and bad), what is the preferred communication style, is more info or less better, etc.

Hope this helps and good luck.

Is he a "big picture, long term results" man, or someone who insists on seeing $5.00 in the bank for every $1.00 spent on Marketing?

如果是前者,尝试画一个营销策略p that shows what strategic steps are necessary to achieve the long term strategic goals, and how you measure them. e.g.https://www.asvpgroup.com.au/Strategy_Map.htmThen show how each project for which you seek approval contributes to the strategic steps, and thus the long-term goals.

If he's a $5 man, you'll have to sell every project based on the tangible results you expect to generate, and don't forget you can "value" things like awareness and recall to add into the overall equation - provided there is eventually a payback in cash for those line-items too.