How Marketers Can Use Influence to Gain Respect

September 14, 2010

By Michael Palmer


Influence is one of a marketer's best tools. In today's environment marketers no longer slog along by themselves, they have to reach out to others, bring them into the fold. Respect for marketing grows dramatically when we help sales do their job better, faster, more profitably. We get few accolades for building a more creative sales brochure or a new advertising campaign.

The question then is, how do you get others into a collaborative mood? A March 2009 study published in the Journal of Marketing affirms that marketing departments are in a weakened position. The article suggests two possible approaches for marketing departments to regain their influence within firms: (1) They should become more accountable for the link between marketing actions and financial results, and (2) they should become more innovative by contributing to the firm's organic growth.

Sounds pretty simple. Prove that the stuff we do moves the needle and creates new growth opportunities. Influence - the action or process of producing effects on the actions, behavior, opinions, etc., of another or others. It's what we as marketers can do to create a customer centric organization with a singular satisfaction focus. And by influencing others to put the customer first, we are gaining respect and delivering real value.
Customer insights are the foremost way to influence others - showing them what's best for the customer will help break down silos and get everyone focusing on a common goal - what's best for our customer. Need some help with insight or consumer centric education? Turn to ANA School of Marketing to find the right foundational course.




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