Title: Show-and-tell with executives

It’s me again! Last week, I wrote a piece about maintaining executive buy-in even when things
aren’t going well. Today, let’s talk about changing things up when things aren’t going well.

Educate your executives. Be your own advocate by explaining what’s really going on. Always
make the business case. Each executive has a specific viewpoint of the business, but that
doesn’t mean that you can't enlighten them. My biggest piece of advice: don’t assume that they
know! Don’t assume that they know how successful you are, how the campaigns are winning,
how the teams are collaborating, etc. SHOW AND TELL THEM. Do your executives continue to
ask you the same questions over and over again? Seek to understand why and incentivize them
to look at it a different way.

Lean on vendors for executive education. If your ABM campaign isn’t winning, use the
vendor’s information/sales pitch to educate executives on realistic timelines, ROI, etc. Don’t be
afraid to ask for help from the vendor with this pitch. Vendors (like RollWorks) usually know what
all your peers are doing in the space and can help sell it internally.

Always do one low hanging fruit pilot first. Don’t try to revolutionize the way you do business
on your first campaign with a new vendor. Grab the low hanging fruit, and show-and-tell that
easy win! Advocate for more budget, but go for the easiest opportunity first, and do it well.

Here’s a creative example of a new way of doing things. One of our customers has a very
unique structure to their org. Company X is set up by region and that means that everyone (from
SDRs to marketing managers) is all working on region-specific campaigns. This way, marketers
don’t have to support EVERYTHING and DO IT ALL. Reverse engineering your structure and
campaign strategy based on a smaller pot can help you take control (and might make you look
like the smartest person in the room!)