5 Ways Marketing Managers Leave Money On The Table And Under-Serve Their CEOs And Boards Of Directors
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We know from military records going back many decades that a modern army it takes about 15,000 infantry bullets to shoot one enemy soldier.
For snipers, it takes only 1.2 bullets.
That’s a whopping 12,500-fold improvement over the main army’s performance.
What we see here is how the “Ready => Aim => Fire” approach trumps the disturbingly more and more popular “Ready => Fire => Aim” approach.
When marketing managers present their next marketing plans to their executive boards, very often the same happens.
They shoot lots of proverbial bullets, that is, facts, figures, concepts, etc., at their audiences, but more often than not, nothing happens.
Most presentations leave audience members unmoved, and the only movement they make is scurry out of the presentation room and back to their offices to continue their work.
And where does this apathy leave our presenter?
Well, very often she doesn’t get the budget to fully implement her plan. Then at the end of the next fiscal year, the executives may pester her for lacklustre results or even worse.
It’s clear that this gunslinger approach of shooting from the hip, like a gun-crazed and trigger-happy psychopath, can’t achieve the desired results, and instead of doing more of the same, we have to...
Do Less Of Something Completely Different
The “Ready => Aim => Fire” approach requires a pretty carefully hatched plan for your next presentation.
You also have to make sure to address five presentation shortcomings that leave future budget money on the table.
They are...
1. Fail to talk to their audiences’ reptilian brains
2. Fail to present both afflictions and aspirations
3. Fail to address their audiences’ innate selfishness
4. Fail to present their concepts in concrete terms
5. Fail to draw contrasts between situations and possible outcomes
1. Fail To Talk To Their Audiences’ Reptilian Brains
Most presentations talk to the neocortex, so although audience members nod in agreement, they are not 100% engaged with the presenter.
Full engagement comes from engaging the old reptilian brain that has been with us ever since we climbed down the trees... and before.
Look at it this way.
The neocortex is a pompous gatekeeper. It puts up a big show about its importance, but it’s the reptilian brain that makes all the decisions.
An old Mark Twain quote comes to mind...
“Thunder is good, thunder is impressive; but it is lightning that does the work.”
Imagine that the neocortex plays the thunder loudly, obnoxiously and pretentiously, while, hidden in the background, quietly and unassumingly, just like lightning, the reptilian brain does all the real work.
On this website, you find several articles about how to address the reptilian brain effectively.
2. Fail To Present Both Afflictions A
5 ways marketing managers leave money on the table and under serve their ce os and boards of directors
1. 5 Ways Marketing Managers
Leave Money On The Table
And
Under-Serve Their CEOs
And
Boards Of Directors
Do your bosses regularly dismiss
some of your best ideas and
strategies?
If so this could change in a few minutes...
2. Are you an innovative marketing manager/VIP
who comes out with a nice collection of bold
ideas an by the end of your presentation you
feel beaten up like a rented mule? ….
Your best ideas
get overruled...
Again….
Your budget is reduced...
…Again…
…. and you walk out of the boardroom as dejected as a wet hen
and borderline suicidal... Again…
3. Do your executives
demand more and more
from you, while offering
less and less time and
fewer and fewer resources
to pull it off?
4. “ “Nothing is impossible, the
word itself says “I’m possible”!
—Audrey Hepburn
Now you think it is impossible to
please your bosses...
5. Watch This Presentation To The End
To Learn:
How To Do Less Of Something
Completely Different
That Will Leave Your Future Budget
Money On The Table
WhileYou Become The Marketing Hero,
– The Unreplaceable Expert –
WhoYour Company Cannot Exist
Without!
8. Why there is
no desired result?
This gunslinger approach of shooting
from the hip,
like a gun-crazed and trigger-happy psychopath,
can’t achieve the desired results,
and instead of doing more of the same,
we have to...
11. The 5 Presentations shortcomings:
Fail to talk to their
audiences’ reptilian brains
Fail to present both afflictions and
aspirations
Fail to address their audiences’ innate
selfishness
Fail to present their concepts in
concrete terms
Fail to draw contrasts between situations
and possible outcomes
1
2
3
4
5
12. Fail To Talk To Their Audiences’
Reptilian Brains1
The reptilian brain makes all the
decisions.
Most presentations talk to the neocortex.
Audience members are not 100%
engaged with the presenter.Result:
Problem:
Fact:
The neocortex is a pompous gatekeeper.
The reptilian brain does all the real work.
13. Fail To Present Both Afflictions
And Aspirations 2
To spur human beings into action, we need both
carrots and sticks.
Afflictions are the
proverbial sticks,
outlining the pain that
the company has to
endure if people fail to
take certain actions.
Afflictions also explain
the current problems the
company is wrestling
with.
14. It’s vital to get the audience’s agreement
in the pain’s existence. People can’t
listen to a presentation on something
that they don’t even believe that exists.
1.THE AFFLICTION’S ACKNOWLEDGEMENT:
Here you uncover painful areas in the organisation.
Audience members will agree or disagree with you
on whether or not they have pain in certain areas.
15. This where you discuss the root causes of
some higher level; problems:
2.THE AFFLICTION’S SOURCE:
“The reason why sales are falling is because
salespeople can’t properly keep track of their
activities. So we have to replace index cards with a
CRM system.”
16. Is the pain you’re addressing of high or
low intensity? At what level does it affect
the organisation?
3.THE AFFLICTION’S INTENSITY:
17. Localising the pain can help to
determine in what other area(s) can this
affliction wreak havoc.That helps to
determine which are to deal with first.
4.THE AFFLICTION’S CONSEQUENCE(S):
18. Would you like to know the rest?
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19. 7Vital Considerations When Presenting The
Next Marketing Plan ToYour Executive Board
3 Free E-books you can also download.
The High Art Of Creating a Lasting Gut
Reaction inYour Audiance
How To GetYour Audience to Listen ToYou
With Both Ears!
20. This presentation was made
by using our own template.
We have some
really nice templates for FREE.
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