Accelerating Buy-in Across Marketing

shutterstock_81142069Shared vision may be the biggest stumbling block for strategy execution. And even more so for adopting great ideas that can build collective capability.

Recall the times when you learned something intriguing at a conference or workshop, or from a book, white paper or webcast. When you described it to co-workers, did it get lost in translation? Maybe the intriguing idea was shot down because its case study was in a different industry. Perhaps you found resistance because everyone was too busy. Most likely, you were swamped, found it too hard to pursue, and gave up on the idea altogether.

Think about grassroots endeavors, where a few people in your organization passionately pursued something that the rest of the organization didn’t buy into. Surely there were moments of progress, but in the long-run, slow adoption by the rest of Marketing put a damper on success.

What’s the secret to accelerating buy-in across Marketing? Making it possible for people to gain a personal conviction of an intriguing idea within a shear moment. The Marketing Future Forum does this.


1-minute video and transcript
By presenting a nugget of the intriguing idea, with an immediate opportunity to apply it to one’s own situation, the meaningfulness of the idea shines forth. The whole idea can be understood, with a mini plan for on-the-spot piloting, within 30 minutes. Personal conviction of the idea’s veracity can be confirmed in a fraction of that time.

This is a breakthrough of gigantic proportions, especially when it comes to ideas such as how to be more accountable, better aligned with stakeholders, and contribute to the organization’s agility. With the Marketing Future Forum, you’ll get the tools to connect all the moving parts of your Marketing organization.

Watch our Leap Day webcast announcement recording, officially launching the Marketing Future Forum as a mission critical tool for your enterprise’s success in the future.


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About the Author:

Lynn Hunsaker is CEO of Marketing Operations Partners, a consultancy that transforms marketing organizations into high-value engagement centers through accountability, alignment, and agility. Lynn is a past director of marketing and business development at Applied Materials, an award-winning past president of Silicon Valley American Marketing Association, and she taught marketing, advertising and business for 5 years at UC Berkeley Extension, SJSU, and Mission College. Lynn is a well-known expert in metrics, customer experience management, and organizational change. See more at

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