Marketing as an Investment: How to Get Leadership to See It Your Way

In an ever evolving environment, the general consensus is that marketing is indeed an investment. More accurately, it could be deemed a long-term investment. The spend you put behind marketing today may not payoff for another few years, but it's worth the wait.

Nevertheless, many in the marketing field can attest that despite the powers that be knowing that marketing is an investment and not an expense, it can still be difficult to get their buy-in to support marketing efforts. While this ongoing push and pull may seem daunting, the good news is that by the end of this article, you'll be equipped with the tools to gain your C-suite's trust and support in your latest marketing venture.

Let's Unpack This- the why behind the resistance

If it's understood that marketing is an investment meant to help grow a business or brand, why is it like pulling teeth sometimes when it comes to getting the C-suite to back said initiatives?

PTSM- Post Traumatic Stress Marketing

We can agree that marketing endeavors don't operate like a Magic 8 ball. You can't just shake it and ask if it will work. Past marketing campaigns that may've fallen flat or didn't deliver in the expected results can leave a sense of defeat and unwillingness to try again–especially for those signing off on the dollars and cents.

Parents Just Don't Understand

A 2023 McKinsey study shows that 66% of CEOs don't understand marketing in today's landscape. This lack of understanding can lead to the misalignment of role and duties carried out throughout the C-suite. For instance, if it is believed that the finance department would be better fit to handle strategy than the CMO, opportunities for growth can be missed. The finance department will naturally be looking at the bottom line of things but the value of a consumer-driven strategy can be remiss upon them.

How Do We Measure That?

Just like with anything in life that is measured, if you don't use the correct tool or unit of measurement, your results are useless. This is no different when in marketing. Modern marketing is married to data- that being said, you need adequate personnel and software to provide actionable and informative insights that will drive growth and provide value.

The Path to Enlightenment

So now that you know what you're up against, you can be prepared to overcome objections before they even happen.

1. Speak their language: At the end of the day for many decision makers it really does come down to dollars and cents. Show the impact that investing in marketing will have on the company. Clearly speak to the problem being solved and how that ties into profitability. Sure, the results may be a long game but if you support your recommendation with data from industry competitors, they'll have to think twice before saying no.

2. Paint the Picture: When there's a lack of understanding you often need to see what is going on. Put together a presentation or white paper that clearly outlines the problem at hand, your proposed solution, how it'll be carried out, and the predicted outcome.

3. Use What You Have to Get What You Need: We get it–not every company has a big budget that can support the price tag that can often come along with data analysis software. Many social platforms have useful analytics that when interpreted properly can pack a punch. Remember, the art of conversation is not dead. Talk to your customers to get their feedback and help influence business decisions. Last but definitely not least, this is a prime opportunity to build your skillset and execute stronger campaigns. Free analytics software like Google Analytics is a powerful tool that can track valuable KPIs provide insights that will impact growth and revenue.

What Are You Waiting for? Get In there! You Got this.

When it comes to gaining executive buy-in, you've got to believe in what you're selling. It's not just about making a compelling case, but telling the story that pulls them in so deeply that they recognize marketing isn't a nice-to-have, it's a must have. CEOs who prioritize marketing as a growth strategy are more likely to experience said growth.

By understanding the root of the resistance—whether it stems from past failures, lack of understanding, or insufficient measurement tools, you now know how to approach these conversations confidently. Present clear data, link marketing efforts directly to business outcomes, and show that while marketing may be a long game, the ROI is real and measurable.

So go on Peachy, show 'em what they're missing!