The days leading to the launch of a new marketing campaign are fraught with excitement and tension. Weeks of hard work, brainstorming, and ideating are about to come to fruition. A strong launch followed by proper execution can lead to success. However, before the campaign goes live you must ensure that you have a buy-in for the project across the organization.

When people talk about a marketing campaign, they automatically assume that an external audience is the one that has to be addressed for a buy in. However, an agreement on the marketing plan within the company is essential before the plan can be put into action. Operations, marketing, and sales have to be on the same page. The top management has to approve the budget. Production must give a thumbs up to the marketing plan because they have to manufacture the product. Shareholders and investors have to be agreed to the time and money that will be spent. They have to be convinced that the new marketing campaign will work for the brand’s image and company’s profits.

When a marketing project receives support across the length and breadth of the company, the chances of success improve because everyone is pushing in the same direction and the campaign will not have to be altered, chopped and changed at the drawing board multiple times. For a marketing campaign to be executed smoothly and in a consistent manner, the marketing team needs the backing and support of the organization. The sales team needs to give the marketing team the confidence that they will do the selling once the orders start coming in.

The absence or lack of stakeholder interest should be discernable, regardless of whether it is obvious or subtle. It is imperative that you recognize the symptoms and address them as early as possible.

Non-verbal hints play a role. Persons sitting with their arms crossed, tightly pursed lips, and little or no eye contact when communicating are signs of discomfort with the ideas being discussed. Verbal resistance, delays in getting back with questions, poor attendance of brainstorming sessions, etc are signs that a buy-in will require effort.

Steps that the marketing team can take to smoothen shareholder buy in and get the CEO, CFO, and production heads enthused include the following –

1. Talk to your audiences in a language that they will understand. This is the most important aspect of getting a buy in. Shop floor jargon won’t move the financial department. The examples you give during your presentations must appear interesting and relevant to the audience. There has to be something in it for them; they will know that you are doing it for the company…but what is in it for them?

2. Tell the different groups about the significance of their “ayes”. They must know that their affirmation takes the business forward and ultimately will help achieve a much grander vision. The staff must know that their contribution matters in meeting marketing targets, which in turn keeps the sales team in business. Thank them for their contribution and ask for their help in making the marketing project a success. Motivate your listeners.

3. Build a rapport with your audience. This is an on-going process, and one that you would have preferably begun much earlier. Do not take a department’s or a shareholder’s support for granted. Questions and doubts must always be answered. Thank the members who support the project. Appreciate their support publicly.