11 Jan '18, 7pm

How To Lead When You're Not In Charge: Real Marketing Leadership

There are few things more butt-clenchingly aggravating than watching a great set of marketing recommendations decay in a stakeholder’s rubbish heap. It happens to me. A lot. So I ponder the problem. A lot. I figured it out: We’re asked to lead, but we’re not in charge. Stakeholders—internal or external— hire us to provide direction and leadership. They pay a premium for our knowledge. But the moment we enter the room, we’re powerless. We don’t control budget. We (usually) can’t fire or hire. So we get all brilliant and stuff. We deliver our genius. And it molders on the stakeholder’s shelf. Do stakeholders just love watching us suffer? No. We’re brought in to Improve All The Things . But the stakeholder is stuck between two competing goals: Improve things Don’t break anything That causes a communication problem. We show up and speak of Hope and Dreams: Hopes and Dreams: “H...

Full article: https://www.portent.com/blog/internet-marketing/lead-char...

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