Inbound Marketing and Power

September 10th, 2010 by Nils Vinje

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It is not always easy to get a client, external or internal, to do what you need them to do.

The world of Inbound Marketing necessitates involvement from many different entities within an organization and one group often has overall responsibility.  The responsibility of this group is greater than just to produce instructions for others to implement, their responsibility is to develop power to get things done.  I define Power as the ability to get things done through other people.  This does not mean that the group is anointed as powerful and everyone must follow what they say.  Instead, the group must develop power in their own way regardless of what title/authority has been formally given to them.

Sometimes, other groups will put up barriers and make it difficult to get changes made to a site or other inbound marketing material.  In these situations, it is important to think about the following:

1)   What kind of power does this group have in the organization?
2)   What other groups are closely aligned with this group?
3)   Who in the organization supports this group?
4)   How can your group become more closely aligned with this group or those that support the group?

If you or your group is responsible for any portion of your company’s Inbound Marketing strategy, try thinking about the way you work with other people from an organizational behavior perspective and see what kind of power you can develop to get things done.

How do you develop power to get things done?

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