How to communicate to get buy-in on new ideas - Sam Kuehnle

In this episode, you'll learn more about communication.

Felicjan invited Sam Kuehnle, the VP of Demand Generation at Refine Labs, to learn more about this topic. Learning how to communicate is an often overlooked part of our lives, but at the same time, good communication skills can help us in every part of it.

Sam tells us about the role communication plays in our careers. By listening to this episode, you will learn how to communicate with people in management and how to set the right expectations.

We briefly talk about the importance of internal marketing and how you can get more allies for your campaigns by setting the right expectations. At a later stage, Sam shares with us a brilliant framework for getting buy-in on new ideas:

communication - insight - insight - recommendation - how you're gonna do it

We also learn what many people get wrong when it comes to setting expectations. Your TAM is not your ICP, and Sam explains it based on examples from HubSpot and Marketo.

Interview:

00:00 - Intro

00:50 - What should every B2B leader know about communication?

02:20 - Communication with the CEO and other people in management - how your work as a marketer impacts the metrics they care about

07:30 - Communication with other coworkers, the importance of internal marketing

10:10 - Building in public in the company and who should champion it

14:25 - How can we work with our managers if we want to implement new unconventional ideas?

18:14 - The framework for getting buy-in on new ideas:

communication - insight - insight - recommendation - how you're gonna do it

23:10 - What do most CEOs get wrong in their companies?

29:50 - The biggest takeaway: learn how to communicate better.

30:50 - Where you can find Sam and what's Refine labs?

Sam on LinkedIn - https://www.linkedin.com/in/samkuehnle/

Refine Labs - https://www.refinelabs.com/