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I recently consulted for a well-known global marketplace that wanted to expand further into Europe. After sharing, brainstorming, and providing them with directions for their go-to-market strategy, one challenge became apparent. For their marketing team to implement this new strategy, they first needed buy-in from their Leadership Team, and so far, Europe was clearly not their biggest priority. It’s like being a teenager wanting to go to the most fun party ever without your parents' permission—a lost cause, unless you want to be grounded for life or, in this real situation, well, sacked.
So, here is the advice I gave them to achieve this:
1. Identify what the company and your ELT really want to achieve this quarter/year.
2. Find out how well the current company strategy is helping them achieve those goals.
3. Determine what their current approach is costing them.
4. Explore how the new international expansion strategy would help them achieve those goals with much less cost.
5. Back up your assumptions with data—ideally, use customer feedback, focus group results, and usability test findings. Alternatively, find competitors who have applied similar strategies.
6. Evaluate the feasibility, risks, and business return versus efforts/resources engaged. Ideally, you want these to be optimal.
The goal is to present a clear, laser-focused strategy that becomes a no-brainer for any stakeholder, in such an organic way that they feel they are the ones coming up with it.
This approach taps into both strategic marketing mastery and mindset coaching—the essence of FUSE Coaching & Consulting.
Get in touch to find out how FUSE’s solutions can help you boost your career or your business in an authentic way.
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