Authority tells people what to do. Influence gets them to want to do it. For strategic marketing leaders, influence is often the only tool you have. In this episode of "This Is Strategic Marketing," I break down how to build influence when you don't have authority. You need Sales to change their approach, Product to adjust priorities, and the C-suite to invest in long-term strategy. None of these conversations comes with formal power. Leading cross-functionally without authority means building influence through credibility, clarity, and consistency. Strategic leaders build influence first. Authority follows.