Launching a new marketing strategy for your business is exciting, but it’s often met with internal hesitation. We’ve seen countless Australian SMEs stumble not because of a bad strategy, but because key people weren’t truly invested in it. Building consensus isn’t about forcing agreement; it’s about collaborative ownership. It’s about ensuring everyone understands *why* the change is happening and *how* it benefits them and the business.

Here’s how we approach it with our clients:

• Start with the ‘Why’ – Business Outcomes: Don’t lead with tactics (social media, SEO, email). Begin by clearly articulating the business goals the marketing strategy will support. Increased revenue? Greater market share? Improved customer lifetime value? Frame everything around these outcomes. This shifts the conversation from ‘what we’re doing’ to ‘what we’re achieving’.
• Involve Key Stakeholders Early: Don’t present a finished plan. Include representatives from sales, customer service, and even product development in the initial strategy workshops. Their insights are invaluable, and early involvement fosters a sense of ownership. We find structured brainstorming sessions, focused on challenges and opportunities, are incredibly effective.
• Present Data, Not Opinions: Back up your recommendations with market research, competitor analysis, and, crucially, your own customer data. Show them the evidence that supports the proposed changes. For example, demonstrate how customer behaviour is shifting and why a new approach is needed to remain competitive.
• Address Concerns Directly: Expect pushback. People are naturally resistant to change. Create a safe space for honest feedback and address concerns openly and respectfully. Often, concerns stem from misunderstandings or a lack of information. Be prepared to explain the rationale behind your choices and, where appropriate, be flexible.

Remember, a marketing strategy isn’t a document that sits on a shelf. It’s a living, breathing plan that requires ongoing communication and refinement. Regularly share progress updates, celebrate successes, and be transparent about challenges. This continuous feedback loop will reinforce buy-in and ensure the strategy remains aligned with the evolving needs of your business.

The key outcome we aim for is a shared understanding of the strategy’s objectives and a collective commitment to its success. Your next step should be to schedule a workshop with your key stakeholders to begin defining those core business outcomes and gathering initial input.