As Chair of the CIM Yorkshire board, I love seeing sessions that spark real lightbulb moments for marketers — the kind that make you stop mid-scribble and think, “I’m definitely trying that next week.”

That’s exactly what happened at the latest CIM Change Making Conversations webinar on 17th September 2025, where leadership coach, trainer, and author Jamie Dixon joined us to share his insights on communicating with impact and strengthening stakeholder relationships.

Hosted by the Chartered Institute of Marketing, the session explored how to turn skepticism into support, a challenge most of us face, whether we’re pitching ideas to clients, rallying teams behind a new initiative, or trying to convince senior leaders to see things differently.

The big idea: Relate before you persuade

Jamie’s approach is built around his Relate–Challenge–Resolve storytelling framework, and it’s a game-changer for anyone looking to influence with empathy. His message was refreshingly simple: most people try to persuade by pushing harder, when really, success comes from relating better.

He kicked off with a short fable called The Outsiders, a story about a community forced to seek a new home, only to find themselves uninvited guests on a distant island. The analogy hit home for many of us: at work, we’re often the “outsiders,” needing buy-in from people who don’t necessarily need us.

Jamie’s advice? Don’t rush to make your case. Take time to build trust, understand the other person’s perspective, and show that you’re not there to take — you’re there to collaborate.

Key takeaways from the session

• Balance the transactional with the relational - Every conversation sits somewhere on what Jamie calls the Transactional–Relational Spectrum.  If more than 70% of your interactions are purely about tasks, targets, or transactions, you’ll struggle to influence. Aim for a 60/40 split — just enough human warmth, small talk, and curiosity to build connection and trust.
• Build trust using the TRACK method - Trust is built when people can predict that you’ll help them, or at least, not hurt them. Jamie’s practical acronym TRACK sums it up neatly:
• Transparency – be open about your intentions
• Relatedness – find shared ground
• Ability – show competence and quick wins
• Consistency – show up reliably
• Kindness/Respect – always value their perspective
• Create synchronicity, not gravity - Ever been in a conversation that just flows? That’s synchronicity, and it’s what Jamie calls the opposite of “gravity.” Matching someone’s tone, pace, and energy creates lightness and connection. And laughter? That’s gold. “The more you laugh together,” Jamie said, “the easier it is to work together.”
• Build shared stories - Strong professional relationships are woven from shared experiences, successes, struggles, and those “remember when…” moments. Over time, these form a tapestry of trust and mutual respect.
• Listen for the story beneath the surface - Every stakeholder has a story that shapes how they think and act. Listen for:
• Movement – where they’re trying to go (or avoid)
• Terrain – the obstacles they’re facing
• People - who influences or validates them

Once you understand that story, you can help re-frame it, opening new paths to change and collaboration.

Jamie’s practical tip to try tomorrow

“Start listening for the story behind what people are saying. When people feel understood, they open up, and that’s when change really starts.”

Final thoughts

The session was a brilliant reminder that influence isn’t about louder arguments or flashier decks, it’s about empathy, curiosity, and connection.

As marketers, we spend our days trying to inspire action, from customers, colleagues, and clients alike. Jamie’s insights showed that the real power lies not in how we speak, but in how we listen.

If you missed the live session, the recording is available via CIM and I’d highly recommend catching up with it.

Because sometimes, the most powerful marketing lesson is simply this - start with the human first.