Managing Stakeholders Expectations As A Marketer
Balancing quick wins with sustainable success.
Hey There,
Welcome to another edition of Dear Digital Marketing Newbie Newsletter. If you are new here, make sure you go back to explore some of the topics that we have covered and the features too.
Let’s jump right into today’s post…
How many of us have been in that situation? You just launched a campaign (or worse, just started a new role), and suddenly, the CEO, the client, or a key stakeholder is already asking: “How many leads?”
The reality is, as marketers, we often face pressure to deliver instant results. But marketing, especially when done right, takes time. Building awareness, nurturing leads, optimizing campaigns, and refining strategies are all part of the process. So, how do you manage stakeholder expectations while proving your value?
1. Set Realistic Timelines
Emphasize early on that while quick wins are possible, sustainable growth takes time. Paid ads can deliver leads faster, but organic strategies like SEO, content marketing, and social media often take months to yield significant results. It’s crucial to help clients see marketing as a long-term investment rather than a transactional process.
Personally, whenever I start a project, I break down different marketing approaches, their timelines, and which strategies align best with the business's goals. Even for long-term strategies, I highlight quick wins to keep momentum going. Mastering the ability to set realistic expectations and communicate this effectively is a vital skill for every marketer.
2. Align on Key Metrics from Day One
Not every campaign will instantly drive leads or sales. Sometimes, the primary goal is brand awareness, engagement, or building a strong pipeline for future conversions. Setting clear success metrics with stakeholders ensures they understand the broader impact of marketing efforts and don’t expect immediate results when the focus is long-term growth.
Clearly communicate what success looks like at different stages of the marketing journey and provide regular updates. Identify key metrics that serve as leading indicators of progress toward the end goal, and incorporate them into your reporting. This approach keeps stakeholders informed and aligned, making it easier to demonstrate value over time.
3. Educate Them on the Marketing Funnel
Stakeholders need to recognize that potential customers move through distinct stages—awareness, consideration, and decision-making. Focusing solely on immediate sales can lead them to overlook the critical role of brand trust and engagement in driving long-term revenue. Use relatable examples or analogies to illustrate this process (e.g., "You don’t propose on the first date!").
Additionally, if every interaction with your audience feels overly sales-driven, it can erode trust, decrease engagement, and ultimately hurt conversions when they’re ready to buy. A balanced approach that nurtures relationships throughout the customer journey leads to stronger, more sustainable growth.
4. Show Progress with Regular Reporting
Even if conversions take time, share updates on engagement, website traffic, social media growth, and audience insights. Stakeholders appreciate transparency, and small wins can build confidence in your strategy. A simple dashboard or progress email can prevent unnecessary pressure and show them things are moving in the right direction.
5. Manage Expectations Without Overpromising
It’s tempting to say, “We’ll get you 100 leads in the first month!” But if that’s unrealistic, you set yourself up for disappointment. Instead, communicate what’s achievable based on data, industry benchmarks, and past performance. The best approach is to underpromise and overdeliver - stakeholders will appreciate honesty over hype.
6. Leverage Case Studies & Past Data
Use examples from previous campaigns, industry data, or competitors to show typical timelines and expected results. When stakeholders see that even successful brands don’t go viral overnight, they’ll be more patient. Sharing insights from well-known case studies can help set realistic expectations. And if they still want instant sales, give them the budget that can bring in the sales.
7. Be Proactive, Not Reactive
Don’t wait until someone asks, “Where are the leads?” to explain the process. Set the tone early, provide updates before they’re requested, and always have insights ready to show the bigger picture. Proactive communication builds trust and positions you as a strategic thinker rather than just an executor.
Yes, stakeholders are investing in their business and want results, but your job is to guide them through a strategy that ensures long-term success, not just short-term wins. Managing expectations is a skill that will serve you well throughout your marketing career.
The best marketers aren’t just great at campaigns, they’re also great at communicating value. So next time you’re faced with the dreaded "How many leads?" question, you’ll have the tools to navigate it with confidence.
Have you ever faced a situation where stakeholders expected instant results? How did you handle it? Hit reply and share your experience!
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Success Lawal
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