How To Influence

048: Influence Your Stakeholders – The Marketing Way, with Anna Spady

I strongly feel that we can learn as much from people who are outside procurement as inside procurement, and that is definitely the case in today’s show. My guest today is Anna Spady, the Marketing Manager and Inbound Strategist for RFP365.

In today’s episode, I explore how procurement can learn from Marketing best practices in terms of how you can build strong relationships, and advocates, from people who may initially resist talking to you. It is the classic problem that we have in connecting with our internal stakeholders, and Anna shares a number of ways to overcome this challenge using methods that a number of us inside of procurement may not have considered before.

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“What marketing is all about is this ability to say, I understand what you value, I understand where you are coming from, and I am not going to conflict with your values. Rather, I am going to appeal to them and find a common ground.”

In this episode, you will learn:

  • Why should a procurement professional listen to a marketer?
  • How you can determine what is important to a stakeholder
  • How do approach a stakeholder to start your discussions on the right note
  • How do marketers attempt to build trust with their prospects?
  • What can procurement professionals learn from marketers about getting our ideas heard internally?
  • How can you showcase yourself as an expert?
  • The single most important thing to remember when attempting to build a stakeholder relationship.

Episode Transcript (PDF):

  • Click here to download a copy of today’s episode transcript (PDF).

Links and Resources:

Thanks for Listening!

About the author

Philip Ideson

Philip Ideson is passionate about the role that procurement professionals and leaders can plan in creating competitive advantage for their organizations in ways that go beyond the traditional value proposition.

Philip founded Art of Procurement as a way for the procurement community to learn from each other, increasing the impact they have on their organizations. In 2017, he co-founded Palambridge, a virtual platform of procurement experts, technology, and intelligence. Palambridge provides a broad range of flexible procurement solutions, available on-demand.

Prior to Art of Procurement and Palambridge, Philip enjoyed a career that spanned the procurement value chain, working across three continents for organizations such as Accenture, Procurian, Ally Financial, Pfizer and Ford Motor Company.