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How to Sell Innovation Up and Down Your Organization: Tips and Tricks That You Can Apply Today to be Successful


Most people agree that change and innovation are necessary requirements for success in a rapidly changing economy and hypercompetitive business environment. The need for continuous improvement and the integration of new technologies into a company’s workflow is apparent. However, despite this clear need, resistance to change is rampant in large companies. So, how do you overcome this resistance so that your company can benefit from new knowledge, innovation, and technology?
In this Webinar, Don Schmidt uses his 35 years as an innovator selling process change and analytical technologies in large organizations to delineate powerful techniques that lead to successful adoption. Using analytically-based innovations as the backdrop, he will discuss a number of practical procedures and techniques that webinar attendees can take back to their organizations to successfully sell innovation and change. Among the topics:

  1. Ignoring innovation is not cost free! He will provide some masked examples of the tangible costs to the business of resistance to innovation (10%).
  2. The fundamentals of Influencing decision makers (Hint: it’s not just about the decision maker) (15%).
  3. Four actions that you need to initiate immediately to gain acceptance of process changes and innovation (25%).
  4. Five psychological techniques that will instantly improve your decision maker’s opinion of the innovation (25%).
  5. Putting it together into an effective “influence strategy” (15%).


Donald E. Schmidt


Don Schmidt has been a marketing research professional for the past 35 years. He has worked for a number of companies including Quaker Oats, R. J. Reynolds, A. C. Nielsen, and Nestle Purina Pet Carefocused on modeling and advanced analytics. He is a recognized global expert in the areas of pricing strategy and promotion effectiveness. While he was with Nestle, he was the father of a price optimization capability, including analytics and software that rolled out globally across its numerous product categories. Don holds a BA degree from the University of California and a MS and Ph.D. from the University of Washington (Seattle).

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  • DMA Analytics Community. DMA members who sign-up for this webinar will automatically be included in the this community to stay informed of future calls.


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