Negotiate Anything 93% of People Market The Wrong Way (Here’s How To Fix It!)
Dec 30, 2025
In this engaging dialogue, Jennifer Walton, Chief Brand Officer at SkyNile Consulting, dives into transformative marketing strategies emphasizing diversity, equity, and inclusion. She discusses the critical shift of viewing marketing as an investment rather than an expense, highlighting how to align strategies with business goals. Walton also shares insights on minimizing conflict through inquisitive discoveries, the importance of data-driven decisions, and empowering clients. Her approach advocates for continuous learning and iterating on marketing tactics for long-term success.
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Position Marketing As ROI
- Convince decision-makers marketing is a revenue driver, not just an expense.
- Promise a measurable return on investment and link marketing to top-line growth.
Everyone Thinks They're A Marketer
- Marketing experts often face colleagues who assume they know marketing.
- This makes it crucial to establish credibility and lead with strategy rather than performative tactics.
Lead With Questions And Customer Data
- Ask curious, empathetic questions up front to uncover real needs and avoid later conflict.
- Use customer-focused research and data to reframe internal assumptions and bridge gaps.