As principais partes interessadas entram em conflito na estratégia de operações de marketing. Como você alinhará suas visões de sucesso?

Start by NOT trying to be the Marketing experts (assumption is you already have them) and FOCUS (or refocus!) the discussion on the OVERALL business strategy. That should always be the guiding light…..anything else conflicting within the Marketing discipline can and should be sorted by that C-suite leader. If not, train and Coach them. That don’t work…. then replace them, BUT not until YOU have been clear about the overall strategic direction , and tried to lead/coach/provide the tools for their success. Their failure might be your failure.

Start not to defend your strategy. Instead seek to understand from their pov. Typically, they have more at stake and hence, their way of thinking is kind of way off but it make total sense to them. But not everytime they are correct. So, you might after getting insight or learn better from their pov, you may input your suggestion with findings or data (if they are the type who want to see) then tried to explain why your way could possibly help the company or them (first) before the marketplace/audience/customer that you are targeting. Because they want to (usually) need to "sold by themselves" before anything.

El primer paso para alinear visiones es escuchar activamente a las partes interesadas. Entender sus necesidades, preocupaciones y expectativas te permitirá identificar puntos comunes y posibles conflictos. Esta comprensión es clave para encontrar soluciones que beneficien a todos.

Marketing operations should be a crucial part of a business' operating system - supporting business growth. At the end of the day, I think, understanding that marketing is part of something larger than the brand and the marketing team is essential in reaching out to stakeholders. Each and everyone should be focussed on driving business success; so understanding the others goals as well as barriers to execution, and creating a joint agenda proved helpful in my career.

Una vez que comprendas las diferentes perspectivas, trabaja para construir un consenso en torno a la estrategia de marketing. Facilita el diálogo abierto, destaca las ventajas compartidas y busca compromisos donde sea necesario. Un consenso sólido es la base para una ejecución exitosa.

asegúrate de que todos estén de acuerdo en los objetivos clave y en cómo medir el éxito. Definir objetivos claros y compartidos ayuda a alinear las expectativas y enfocar los esfuerzos hacia un resultado común. Con objetivos bien definidos, es más fácil mantener a todas las partes interesadas en la misma página.

Clearly articulate shared goals and how they address the concerns of all stakeholders. This alignment ensures everyone is working towards the same end result.

Track Progress and Outcomes: Continuously monitor the performance of the Marketing Operations strategy against the agreed KPIs. Share these results with stakeholders to demonstrate progress and make data-driven adjustments as needed. Be Open to Iteration: Recognize that the strategy may need to evolve over time. Be open to making iterative changes based on new insights, feedback, or changes in the market environment.

I always asked my stakeholders to update their knowledge about the new and current marketing strategy. Key stakeholders are always confused about the marketing strategy and its result because they lack knowledge. What I always do is educate my stakeholders about the result /numbers and the marketing strategy.

Always always always make data-driven decisions. Nothing is worse than spending tons of time planning, scoping, roadmapping just to see something fall flat. Create bite-sized objectives and then test them. And shout out every win possible so stakeholders know that there are learnings. And then you pivot nonstop based on that data. We want to "set it and forget it" but the best things require constant tinkering. So test, iterate, test again, iterate again...