Most people who work in the world of commerce, ultimately, want to be a social influencer. They want others to listen to their opinions, to follow their advice. 

However, to influence you have to, by definition, be able to coerce a third party into enacting the change which you want to see. 

Usually, this constitutes heading straight to the top, to the people with the power or or even just heading to the most-networked person internally, as they will be perceived as someone who "gets things done. 

However, as this article states, sometimes this may not be the best option as these key persons are just too busy to help. Instead, think strategically about the people who you can feasibly get in touch with and who will actually listen to you.

Start making little waves and the big ones will come.