Getting Management to Buy-in on Positioning [Archive.org URL]

When members of your executive management team communicate with key market influencers, are they delivering the right message? Or are they winging it? Are your product people muttering that management doesn’t listen to them—or worse? Ouch!

Did I hit a sensitive nerve? If the message that key influencers hear from top management is different from the one going out to the rest of your marketing communications, you’ve got a problem and a half. Not only is confusion inevitable, but your brass is not going to enjoy being put in an awkward spot.

The best way to solve this problem is to make sure it doesn’t happen. Adopt a positioning process that includes executive management approval of your message strategies.

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