News & Opinions
The latest news and insights from Hanley Wood’s outspoken experts and key thought-leaders throughout the residential and commercial design and construction industry.
How To Keep Your CMO Out Of The CEO Shark Tank
Lisa Nirell / Fast Company / August 1, 2013
In my previous post, I outlined the biggest barriers that keep marketing leaders in the C-suite shark tank, and prevent them from building their boardroom gravitas. How can you overcome these barriers quickly and effectively? Here’s what my best clients do:
1. Parse your CEO-influencing strategy into smaller steps. The purpose of communicating a compelling message in the CEO’s language is to generate interest; interest generates a meeting; meetings create trusting relationships; and relationships drive conceptual agreement. You need a conceptual agreement to define objectives, measures of success, and value to the organization, customers, employees, shareholders, and community. The conceptual agreement fuels the business case and facilitates the approval cycle.
2. Align your executive meeting reports, reporting cadence, and language with your Sales and Finance peers. Report on your annual and quarterly progress against key metrics first. Ensure you report on demand creation activities in the early portion of meetings. Downplay highlights on tactical issues, such as a logo design, Twitter campaigns, or live customer events. They can be reported on a “need to know” basis or email summary.