Sales Renewal’s insight:

No one said it would be easy to get buy in for your marketing programs. In fact, according to a Forbes Insights survey, 69% of CEOs said they thought their companies waste money on marketing initiatives.
But we also know that without any marketing efforts, your business runs the risk of being dead in the water.
One of the keys to management buy in is to support your requests or plans with data that speaks to the bottom line. For example, strategy #4 in this article emphasizes using strong insights to show why your approach is working-or how it may need to be adjusted-as a way to strengthen your position and get leadership on your side. Equally compelling is using analytics for predictive modeling.