The Stair-Step Approach in Marketing: How to Build Your Thought Leadership Team

The concept of stair-step marketing was made famous by multi-level marketing (MLM). You would probably be more familiar with the term "pyramid scheme" (or Pyramid Marketing), although these companies aren't out to "scheme."?

The truth is that their business model is successful because they work. Although?99% of them fail?within the first few years of operation, this isn't because the business model isn't a strong one. Instead, they generally fail because people think negatively of them.

That said, you can still utilize this ideal to develop a strong thought leadership team.

In this article, we're going to take a look at the stair-step approach to marketing. I'm also going to address how you can leverage that model to build your thought leadership team.

What is a Stair-Step Approach to Marketing?

There's a reason MLM models have been successful. While most people cringe at the thought of these business concepts, several companies were able to build empires around them.

Some of the most well-known include (but are not limited to):

·???????Amway

·???????Herbalife

·???????LegalShield

·???????Avon

·???????Mary Kay

·???????Tupperware

·???????Primerica

These MLM corporations all operate with the same basic structure. This business model incentivizes sellers using multiple compensation levels. For instance, say you recruit another person to sell for your Company, you get shares from your sales and those of everyone selling under you.

The Marketing Stair-Step Approach to Building Your Thought Leadership Team ?

Stair-step marketing approaches have five objectives, and you can use them to build your thought leadership team. They include:

1. All Members of the Business Can Improve Their Position in the Company ???

In the MLM strategy, members can grow based on how many recruits they bring in and how much sales they generate. "Leveling up" within an MLM occurs when the person has gained enough experience to move up in position and earn more compensation.

Building your thought leadership team requires room for growth. While you might find a member’s expertise in one area, you can help them elevate their position within the team (and organization) by encouraging their professional growth.

It doesn't necessarily mean they will bring in any "recruits." However, they can continue to gain knowledge in their area of expertise and network with others who can help elevate their position on the thought leadership team.

2. Growth of the Business and its Members are a Plus in the Plan?

MLM includes the introductory level, which is the first position within the pyramid. You don't have to advance beyond this level. Although there are many incentives to do so. Often, you get a better deal on the company's products, and again, you move up in the compensation structure.

It is strongly recommended that you move up, especially by the person who brought you in, as they also benefit from the recruits you bring into the organization. However, to say it is "recommended" doesn't really describe the pressure everyone places on you to advance.

Thought leadership team building is similar, although the pressure to develop is gentler. That said, everyone succeeds when people advance in their level of expertise within the organization. This is especially true for the organization, which is why they will invest necessary resources to ensure your team is top-notch. ?

3. A Minimum of One Person Needs to Be Added to the Business?

As with anything in life, you can't have a team that consists of one member. In MLM, while they only "suggest" that you grow your team by recruiting, you will never advance within the Company as a single representative.

Your thought leadership team requires more than one member. Often, within an organization, there are several branches, better known as departments. Each of those departments also has segments.

An example would be the marketing department. So you have the CMO (you), marketing execs, marketing coordinators, product specialists, marketing analysts, managers, etc.

Each of these branches may contain a thought leader who can elevate other members within the team to advance the corporation's objectives.

Alone, they cannot succeed, but together the department thrives.

4. At Some Point, the Business Team Branches Away to Build Their Own Empire

It is a bit of a reach to compare this concept with building a thought leadership team, but if you can remain open-minded, I'll make the connection the best I can.

In an MLM, a team member can advance to the degree to which they become their entity. They are part of the main corporation. However, they often file as their business entity (mostly tax) with the IRS.

They are still selling the product, but on paper, they are their own business. So think of it in terms of a franchise.

When building your thought leadership team for your brand, you aren't necessarily developing a member who will be branching out to be a separate business entity.

However, while they are advancing within the Company as the expert in that department, others outside the corporation will begin to see them as an expert within the industry. That is the goal of developing a thought leadership team.

5. Members are Expected to Grow Rapidly in the Business Model

This is true for both MLM and within a successful thought leadership marketing team. Although, once again, these advancements don't look the same.

In an MLM, the member is expected to grow their team of sales professionals. While you are encouraged to grow your team of thought leadership marketers, in both cases, everyone is expected to accomplish this advancement at a pace that profits the Company in the least amount of time.

Building a Thought Leadership Team Takes Some Out-of-the-Box Thinking ??

I respect you for sticking with me as I made some pretty far-reaching comparisons between the MLM business model and how to build your thought leadership team. Yet, you can see how, by elevating yourself, your team, and the organization, everyone involved benefits. It just takes some out-of-the-box thinking. ?