Higher ed marketers, whether they realize it or not, are leaders. They must continually influence others to justify budgets, gain a seat at the product innovation table, engage institutions around brand consistency, and more. These are sophisticated change leadership challenges, and to make things even more challenging higher ed marketers often must lead up: Without access to the levers of power, they must engage stakeholders who are (or see themselves) in positions of authority over the marketing staff. This workshop will cover the fundamentals of leading and influencing others, skills that also transfer to a marketing professional’s job of influencing market segments.