In a post at Marketing Insights, Tom Meriam recounts a nightmare scenario described by one of his prospects: Two weeks into a new job, the CEO demanded that an email go out the following Friday—or heads were going to roll.

"He had a relatively defined target audience, but a limited idea of content," notes Meriam. "The executive team was pressuring him to deliver leads, but there was no basis for measurement and no concept of the buyers' needs. He had to beg for budget."

Most of us will never find ourselves in such a dire situation, but we'll almost certainly encounter some aspects of wrongheaded pressure from the C-suite.

When you push back in favor of smart email marketing, here are three points to hit:

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