You’re starting a project and don’t have a past campaign to use as a benchmark. How can you secure executive buy-in?

Research the costs of agencies that can do the work.

Consider industry research to back up your plan.

Position your program as an experiment or pilot.

Create a robust PowerPoint with statistics to back up your plan.


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Explanation: The correct answer is to ‘Position your program as an experiment or pilot.’ When starting a project without past campaign data, securing executive buy-in can be challenging, but positioning the program as an experiment or pilot can be an effective strategy. By framing the project as an opportunity to test new ideas, strategies, or approaches, you can alleviate concerns about potential risks or uncertainties and demonstrate a commitment to innovation and continuous improvement. Positioning the program as an experiment also underscores the importance of gathering data and insights to inform future decisions, emphasizing the project’s potential for learning and optimization. Additionally, considering industry research to support your plan can provide context and credibility, showing that your approach is grounded in industry best practices and market trends. While creating a robust PowerPoint presentation with statistics may enhance your proposal, focusing on the experimental nature of the project and its potential for learning and innovation is key to securing executive buy-in, particularly when historical benchmarks are not available.

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