How Do You Secure Stakeholder Buy-In by Showing Value (Not Just Cost)?
Learn what truly drives stakeholder buy-in and how to present initiatives in a way that resonates with leaders, builds alignment, and turns great ideas into supported action.
About this webinar
By now, you’ve probably tried every trick in the book to secure stakeholder buy-in presenting the numbers, tightening your business case, refining your messaging, and polishing every slide within an inch of its life. But even the strongest idea can falter if you’re not speaking to what stakeholders truly care about.
Watch as Glynne Steele, founder of DoThinkDo and speaker at Learning Live, and Ash Schofield, former CEO of giffgaff, for a practical, no-nonsense conversation about what really drives stakeholder buy-in, from both sides of the table. Because getting buy-in isn’t just about persuasion or performance; it’s about framing value in a way that resonates, navigating competing priorities, and understanding the hidden mechanics of organisational decision-making. Glynne and Ash will break down how to cut through the noise, present initiatives with clarity, and create the kind of alignment that makes “yes” the natural outcome. Together, they’ll explore the “stakeholder loop”, the patterns they see leaders respond to, and the predictable pitfalls that cause great ideas to stall. Expect honest stories, practical strategies, and guidance rooted in real experience, not theory.
Key points explored:
- How to understand and utilise the ‘Stakeholder Buy-In Loop’
- The difference between perceived cost and perceived value (and how to shift the conversation)
- The importance of State and Storytelling to increase adoption
- What senior leaders are really looking for before giving their support
- How to frame your initiative so it’s impossible to misunderstand
- Practical approaches to influencing effectively across the business
Ashley Schofield
Ash Schofield is the former CEO of giffgaff, he joined the leadership team back in 2013 as the Chief Marketing Officer helping to scale the business from a different-from-the-norm challenger brand to a serious multiple award-winning player in the Telecoms market and then in 2018 stepped up to lead the business.
Ash has over 20 year’s experience in the Telco industry and cut his teeth in the marketing team that transitioned BT Cellnet into O2, and was the architect of O2 Treats, one of the propositions that helped catapult O2 into being the market leader.
Next stop was leading the marketing team at Tesco Mobile where he was instrumental in its rebranding and advertising campaigns that led to it being placed on the industry map. In a major boost for the brand’s credentials, he was key to tripling the customer base size in a period of accelerated growth.
Upon joining giffgaff in 2013, Ash made the decision to bring brand planning and creative in-house, triggering rapid growth of brand and business performance metrics. He pioneered ‘work from home agents’ who are hired from the giffgaff member (customer) base to become multi award-winning service providers. He also established goodybags, giffgaff’s flexible version of tariffs, as the benchmark for great value in the market.
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