Every marketer knows the pain.
You get yourself all giddy about a campaign concept or brand strategy. It’s brilliant, it’s original and it cannot fail. So you present it to the ‘higher-ups’ to get sign-off, and… They’re not seeing it. They’re unmoved, unconvinced and unwilling to give you the budget you need to move forward.
More often than not, the issue isn’t with your marketing plan – it’s with the way it’s being communicated. To C-suite executives, it can sometimes feel like marketers live in a parallel universe – one
