Have you ever gone into a stakeholder meeting, excited to share your strategy, only to come out having been met with loads of questions and a lack of support?
Before you pitch your next big idea, it’s important to understand how your stakeholders make decisions. Every internal partner processes information a little differently, and recognizing these decision styles can make the difference between gaining enthusiastic support or facing another “no.”
Previously I discussed the importance of speaking the language of your audience, avoiding jargon, and using storytelling to get your point across. But even strong communication techniques fall flat if you don’t tune them into internal decision styles diving buy-in.
The Decision-Making Style Mismatch
The challenge many marketers face isn’t just what we communicate—it’s how we communicate. We naturally present information in ways that make sense to us, but these approaches often miss the mark with stakeholders who process information differently.
Understanding your own strengths is the first step in bridging this gap. I’ve taken several personality assessments over the years, and was struck by how valuable they can be in understanding not just how I work, but how to adapt my communication for others. According to Noelle Federico in Forbes, “The best assessments allow individuals to not only see and interpret their own results but to learn how to adapt to other personalities in real time.”
As someone with Analytical, Strategic, Deliberative, Learner, Restorative, Arranger and Achiever strengths (based on Gallup’s StrengthsFinder), I’ve discovered that my natural communication style—data-driven, methodical, and focused on future implications—works seamlessly with some stakeholders while creating friction with others.
The key insight? When your strengths align with a stakeholder’s decision style, communication flows naturally. When they don’t, conscious adaptation becomes essential—and understanding both sides of this equation transforms your ability to demonstrate marketing’s value across your organization.
The Three Internal Decision Styles
- The Skeptic
“Can you prove this strategy will deliver results?”
This decision style demands proof, data, outcomes, and clear rationale
- Clearly articulate the business issue.
- Provide evidence-based reasoning and relevant case studies (if available.)
- Transparently address potential risks and mitigation plans
Alignment: If you are an Analytical, Strategic or Deliberative personality like me, you’ll naturally excel with Skeptics. These strengths help you stress-test every strategy before presenting it and anticipate questions and risks to build readability from the start.
Challenge: If you are more Activator, Ideation, or Positivity oriented, you might find Skeptics frustrating. Remember to slow down and build in extra time for data gathering and risk assessment before you pitch.
2. The Data Advocate
“What are the numbers behind this?”
Metrics-minded stakeholders want measurable proof that an idea will succeed.
- Present clear, concise data visuals upfront.
- Explicitly connect marketing KPIs to business outcomes.
- Engage stakeholders in setting realistic, measurable targets.
Strengths: With Learner and Restorative strengths, I thrive when communicating with Data Advocates. These strengths drive me to dig into results and adjust strategies based on feedback. I don’t just share the numbers, I show how those numbers evolve and lead to better decisions.
Challenge: If your strengths lean toward Empathy, Connectedness, or Relator, you might need to consciously incorporate more metrics into your communication with Data Advocates. Partner with an analytically-minded colleague for the best results.
3. The Overcommitted Enthusiast
“I’m all in – what next?”
This decision style loves a big idea and will meet your excitement with their own but needs guidance on execution.
- Directly align your proposal with their business objectives.
- Clearly detail necessary actions and deadlines.
- Provide simplified, sharable results for quick wins.
Strengths: My Arranger and Achiever strengths help me connect with Overcommitted Enthusiasts effectively. These strengths enable me to turn excitement into action by laying out clear next steps, organizing moving parts, and making follow-through both manageable and motivating.
Challenge: If you have Input, Context, or Intellection strengths, you might overwhelm this stakeholder with too much background or complexity. Focus on simplifying and prioritizing action steps.
Adapting Your Approach.
Understanding both your strengths and stakeholder decision styles creates a powerful communication framework. When there is alignment, lean into your natural tendencies. When there is a mismatch, use your awareness to adapt.
- For Analytical strengths meeting Enthusiast: Focus on simplifying complex data into action-oriented highlights
- For Activator strengths meeting Skeptics: Build in proof points and case studies before pushing for action
- For Empathy strenghts meeting Data Advocates: Lead with metrics, then connect to the human impact.
- For Ideation strengths meeting anyone: Limit options to prevent overwhelming stakeholders
I’ve found that the most effective communicators aren’t those with specific strengths, they are those who understand their natural tendencies and adjust accordingly. Self-awareness becomes your superpower in stakeholder management.
Understanding decision styles isn’t just a “nice to have” it’s a necessity.
When you tailor your strategy pitch to how your stakeholders think, while being conscious of your own natural communication preferences, you don’t just inform them, you inspire them. You build alignment, trust and shared momentum.
Before you pitch your next big marketing strategy, pause and reflect on both sides of the communication equation. That can be the real secret to securing buy-in and accelerating your success.
