When you’re pitching new business, do you really understand who holds the budget purse strings and ultimately decides if your project starts, continues, and ultimately is successful?
One thing I really learned working inhouse was the importance of knowing who the Highest Paid Person In The Room (the HiPPO) is and what they care about. I faced dynamics of founders and execs both wanting only their way (bad) and working well with others (good).
If you’re talking with a marketing manager or director, do you know if they control the budget or if they have to ask for and justify it? If not, you should. And if they don’t, you need to learn who does and how you get their buy-in for your work.
In this week’s view, I talk about some of the lessons I have learned agency-side, inhouse, and over the last eight months freelancing while bootstrapping Credo. I talk about when to bring the topic into the conversation, how to talk with the HiPPO, how to get buy-in, and much more.
Hopefully you’ll learn something new.
You’ll need the password CredoPlus! to access the video:
As always, I love hearing your feedback. Email me firstname.lastname@example.org or leave a comment with your questions!