Marketers have the power to drive change within the enterprise, but often don't take advantage of this power. With the digital revolution, data can be used to measure the impact marketing has on the business. To maximize influence, marketers should "dig into the data" and drive change organically. Furthermore, they should lead from the front, and embrace the evolution of tech.
One example of driving organic change is T-Mobile's "sneaky process". This process involves meeting people where they are and taking the time to understand pain points while highlighting the benefits. This approach creates contagious, voluntary change.
In order to be an influential member of the executive leadership team, marketers need to speak metrics, measurements, and analytics, lead from the front, and advocate for the human impact of technological revolution. With these strategies, marketers can take their rightful place as essential members of the executive leadership team.
How to Gain Influence and Effect Change: Four Skills Every Marketing Leader Needs
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