At a previous role, I was tasked with starting marketing efforts from scratch for a 20 year old tech SMB. They had little to no marketing efforts in place. To start, I knew I needed a platform to help get everything in one place, all of the miscellaneous social accounts, email data, creative, etc.
To get buy-in from the CEO, I had to learn the customer base first, to understand who our best client were, so we could be pointed in the direction of those same types of clients. I presented information to the CEO that he didn't even know about his own customers to help prove which industries and types of businesses to market to. He thought he know his client base, and while on a personal and product based level he did, the holistic picture I painted for him regarding customers/products and services/our employees, gave him a completely different picture. And with that, I gained buy-in to use a marketing platform that would allow us to effectively target new clients and nurture current clients.