Your marketing strategy is a Ferrari without gas if you don't have a plan for getting the executive committee to let you do it.
Marketers learn this early in our careers. We're hired to help grow companies, but to do that, we must engage in a second, invisible job: convincing multiple people at the company to indeed let us do what they hired us to do.
This doesn't require you to compromise working relationships or become someone you're not—in fact, it's the opposite. Curiosity and authenticity are necessary components of successful internal stakeholder campaigns that help you gain lasting support for marketing.
But first, we need to understand that logic doesn't win people over; it divides them. Stories and vision connect people and motivate them to help you.
Why Logic Alone Doesn't Win
Logic rarely wins buy-in. Vision does. There are two reasons why.
Logic Is Subjective
A person's logic, or ability to reason, is strongly shaped by their personal experiences. They use logic to make sense of the world and once a worldview forms, they selectively notice data and patterns that support their logic, making their beliefs deeply entrenched and hard to change.
These two contradicting facts about CEOs and CMOs from a 2023 McKinsey study highlight this point.
- Some 50% of CEOs feel comfortable with modern marketing
- While 66% of CMOs say their CEOs are not comfortable with marketing
There are logical reasons why both these realities are true depending on who you ask. But put yourself in front of the CFO, Head of Product, CTO, Head of Corporate Messaging, etc., and you're battling against multiple logical frameworks that are impossible to satisfy.
Logic is fodder for debate, and what you need is buy-in.
Logic Picks a Fight You Won’t Win
If you lean on logic to get C-suite buy-in for your marketing plan, you will lose even if you're right, and here's why.
- Senior execs are trained to debate. It's how they got funding, board and media support, even your role! They're skilled at using data to establish the reality they want and are prepared to argue against you.
- You don't have access to the same information. No matter how many questions or counterpoints you prepare for, they have at least one you didn't think of, and even if you have a response, it's probably wrong.
- They have more power than you. And they can always say no if they don't believe in your plan.
Why “Politics” Works
Marketers treat internal politics as something to overcome rather than something to master. But internal politics is simply understanding what people care about and aligning your goals with their priorities.
Savvy marketers treat this dance like an ongoing campaign, continuously building and maintaining relationships across your company so getting buy-in becomes easier over time.
Here's why playing politics works.
- It's easier to maintain relationships than starting from scratch
- Circumstances constantly change
- Understanding what drives decisions shows you exactly how to communicate
The result:
- You're pitching your CEO's vision back to them with a plan to make it happen
- Sales supports your strategy because it positions them to win
- Even if your CFO isn't on board, they approve because you've managed to compromise within their budget constraints
Putting Politics Into Practice
Do Your Research
- Identify decision-makers and influencers. Identify who you need approval. Who influences the decision-makers (you might be one of them, and you can leverage that, too).
- Learn what motivates your C-suite. Identify what success looks like for your CEO vs. CFO vs. CTO. How do they prefer to receive information (e.g., timing, medium, format, tone)? Learn about them as people. You don't have to be friends to influence people—just be genuinely interested.
- Treat decision-makers like customers. Understand their logic and priorities, test what resonates, and focus on earning approval to act, not proving your strategy is "right."
Own the Narrative
Fill the space with your own narrative before anyone has the chance to set it for you.
- Call out potential risks and clarify outcomes early on
- Memorialize agreements and timelines in a shared document and follow up regularly
- Report back monthly on progress and changes in strategy
Speak Their Language
Your C-suite doesn't fund "visibility." If your strategy doesn't connect to revenue, it's a cost. And costs get cut. Like it or not, you need to make the case in terms they resonate with.
Concerns that typically drive executive decisions are:
- Vision alignment (does this support where we're going?)
- Risk mitigation (what could go wrong?)
- Resource justification (why this vs. other priorities?)
- Outcome clarity (what specifically will this achieve?)
Make your strategy feel familiar by quoting stakeholders and the people who influence them. Reference strategy decks or board presentations. Screenshot something they said in Slack messages, email, or LinkedIn posts.
The more your C-suite sees themselves in your words and value proposition, the more likely they are to recognize and approve your plan.
Be Prepared to Negotiate
Expect to be challenged. Play out the arguments from decision-makers ahead of time so you're prepared for questions they may ask. When you're in the conversation, act like an executive.
- Ask questions
- Listen more than you speak
- Take long pauses to think
- Don't agree to anything in the meeting (wait for the follow-up)
Don't Wait for Opportunity—Create It
Getting buy-in for your marketing strategy is as much about politics and relationships as it is about the strategy itself.
By focusing on creating common ground, establishing clear definitions of success, and adopting an executive mindset, you can transform the way your marketing initiatives are perceived within your organization.
Remember that the most important work you'll do as a marketing leader might be invisible, but it's often what enables your plans to come to fruition.
More Resources on Marketing Strategy
How CMOs Can Build Campaigns That Survive Launch Day and Legal Review
Eight Key Elements Your Annual Marketing Plan Must Have to Succeed
