"Help! My boss hates marketing!" is one of the most common comments I get from people who speak to me after my presentations. Here are some quick answers to: "How do I get my boss/board/team to value/fund/stop hating marketing?"
Simply stated, you don't. Instead, you do the following six things.
1. Stop calling it marketing. Call it something else.
Instead of trying to convince your boss, board or team to love marketing, try showing them what THEY care about and how you can make that happen.
2. Show how your "initiative" meets their agenda.
Don't position your agenda as a marketing campaign; frame it as your initiative to support your boss's goals, in your boss's language. Demonstrate how you are going to help make that fundraising goal, audience behavior change or front-page newspaper story happen.
3. Make it about the audience.
A good way to depersonalize different visions for "marketing" is to make it about your audience's preferences rather than a philosophical tug of war between you and said boss. A little audience research is great fodder for advancing your agenda.
4. Report every wee step of progress.
Every single time anything good happens, be sure the boss knows it. Identify some early, likely wins toward your boss's goals and report victories.
5. Give your boss credit and put him or her in the spotlight.
When good things happen, give credit to your boss. Create a dashboard that shows progress against your boss's goals and let your boss show that progress to the board. Your boss will like you for it. If you pitched your organization's story in a completely new, marketing-savvy way to reporters and that yielded your boss's photo in the paper, all the better.
6. Seek forgiveness, not permission.
If all else fails, just do what you want to do anyway, quietly, and tell your boss about it when something good happens.