AMA: Observable Head of Growth Marketing, Erika Barbosa on Influencing the C-Suite

Both virtual and live events have their own advantages and disadvantages. While I believe that live events will always be favored due to the level of connection and engagement they provide, there is still a place for virtual events as well. That being said, virtual events can offer better ROI due to their accessibility, convenience, and cost-effectiveness. Ultimately, the goals of the event should guide the decision-making process regarding the event format. Depending on those goals, a hybrid ev ...Read More

The key stakeholders from other departments change due to the needs of the business changing. The swimlanes for demand generation typically become more defined. There are more processes and procedures in place based on what you manage. You’ll probably find that you go from wearing many hats with less clarity on your stakeholders to a more narrow focus with clearly defined stakeholders. Fast forward from a startup environment to an SMB or enterprise and the only constant is change. You may go fro ...Read More

This is tough to navigate but doable. I recommend that you actively listen to both sides. Try to meet them where they are at. To do so, you’ll need to empathetically listen to their perspectives. Identify a common ground for the executive stakeholders backed by data. It’s harder to argue against facts. Let the data help navigate the discussion and bring you to a compromise. I also recommend that you assume good intentions. Keep stakeholders focused on the bigger picture and its associated busine ...Read More

Junior and newer demand generation managers can increase their exposure to the C-Suite in a few ways. Here are a couple of ideas to get started: Firstly, speak with your manager to discuss topics such as career advancement and express your interest in understanding what options are available to you. Secondly, consider taking on presentation opportunities and ensure that you are well-prepared to showcase your expertise in a tasteful way. Remember that with greater exposure comes more accountabili ...Read More

Without knowing more about your specific industry, go-to-market motion, and company maturity, it's challenging to provide a definitive answer. Generally speaking, there are a few key questions that can provide value to C-Suites depending on your context. To demonstrate value to C-Suites, it's important to speak their language and show how your efforts impact the desired business outcomes. Some possible questions to consider are: How do your efforts contribute to revenue growth or cost savings? W ...Read More

This will vary greatly depending on the size of your company. I will answer this question from different perspectives.At an enterprise-sized company (15,000+ employees), I primarily interacted with the CMO. We discussed data insights, winning creative and messaging, and what was working and not working. The CMO's deeper understanding of marketing made it unnecessary to provide as much context during our conversations.At startups and companies with less than 200 employees, I interacted more frequ ...Read More

Earlier in my career, I used to provide information and performance reports that were incorporated as part of a presentation to the C-Suite. Anecdotally, I found that managers would ask for all the details and then distill them down appropriately for the specific C-Suite. There were times when I was in the same room fielding their questions. In those situations, I found the most success by knowing my numbers and sticking to the messaging that was resonating the best. It was helpful to speak to w ...Read More

To gain momentum in the leadership organization it is important to build relationships with other leaders within the organization because it can help to create a more collaborative and supportive work environment. By working together and sharing ideas, leaders can help to improve processes and drive organizational success. Having partners and advocates who are willing to work hard and support your goals can also be beneficial in gaining momentum within a leadership organization. These individual ...Read More

In order to influence the C-Suite to get more resources, your case has to be backed by data and a clear story on how it will support the desired business outcomes. While this has always been the case, it is even more so in today’s economy. Here are some tips to start with: Identify the need and the goal Understand the priorities and perspective of the C-Suite Articulate a clear plan and associated goals Communicate the value and how it impacts business goals Build relationships along the way It’ ...Read More

When working with the C-Suite, it's important to keep in mind that they are pressed for time and have a clear vision for what needs to be executed to support desired business outcomes. It's incredibly helpful to try to see things from their perspective. Here are a few additional habits to keep in mind: Understand their priorities Communicate effectively and concisely Be proactive and come with solutions, not just problems Build relationships Be adaptable When communicating with the C-Suite, it's ...Read More

If I could give my younger self advice on influencing the C-Suite, I would recommend the following: Speak their language (not yours). Their time is very limited. Speak to their priorities (not yours). Don't get into details that they don't care about. Know your numbers inside and out, and be confident. Show that you are an expert in your field. Build relationships. Establish a rapport and be open to feedback. Ultimately, it comes down to what will drive the business outcomes that they care about ...Read More

If I could give my younger self advice on influencing the C-Suite, I would recommend the following: Speak their language (not yours). Their time is very limited. Speak to their priorities (not yours). Don't get into details that they don't care about. Know your numbers inside and out, and be confident. Show that you are an expert in your field. Build relationships. Establish a rapport and be open to feedback. Ultimately, it comes down to what will drive the business outcomes that they care about ...Read More

Demand generation is dynamic and constantly changing by nature. In order to manage your programs while also being pulled in several directions, it's important to align them with overarching business outcomes and the priorities that support these outcomes. Here are a few tips: Alignment with the company strategy. The company's strategy and goals should be clear, and your efforts need to align with what will drive the most impact on these goals. Clear communication. While you may not be in direct ...Read More

Demand generation is dynamic and constantly changing by nature. In order to manage your programs while also being pulled in several directions, it's important to align them with overarching business outcomes and the priorities that support these outcomes. Here are a few tips: Alignment with the company strategy. The company's strategy and goals should be clear, and your efforts need to align with what will drive the most impact on these goals. Clear communication. While you may not be in direct ...Read More

The main mistake that demand generation managers make when trying to influence the C-Suite is focusing too much on tactics and metrics instead of the business outcomes that matter most to executives, such as revenue and profitability. When demand generation managers fail to speak the language of the C-Suite, it can lead to confusion and unproductive conversations. It is essential to reframe conversations in a way that is meaningful to the C-Suite and adjust the narrative based on the audience. D ...Read More

The main mistake that demand generation managers make when trying to influence the C-Suite is focusing too much on tactics and metrics instead of the business outcomes that matter most to executives, such as revenue and profitability. When demand generation managers fail to speak the language of the C-Suite, it can lead to confusion and unproductive conversations. It is essential to reframe conversations in a way that is meaningful to the C-Suite and adjust the narrative based on the audience. D ...Read More