"Past marketing performance that fell short of revenue goals can breed distrust among stakeholders, while misalignment between sales and marketing often leads to finger-pointing and further erodes confidence," says Hicks. "Clarity and alignment are crucial," he emphasizes, noting that vague reporting on performance can quickly undermine trust.
"The best way to combat resistance to change, in my experience, is by taking action and getting small wins to prove change is good," says Hicks. He recommends auditing historical performance, identifying low-hanging fruit and crafting a scalable strategy.
"Be a clear, no-BS communicator," he adds. "Transparent goals and reporting allow stakeholders to see what's working and what isn't, paving the way to rebuild trust." This strategy can transform skepticism into support for investments.
"You'll set yourself up for success if you find small ways to demonstrate marketing's potential and secure incremental improvements, instead of trying to change everything at once,” Hicks advises. This approach helps in gradually winning over leadership.
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