Communities
Sign Up / Sign In
AMA: Observable Head of Growth Marketing, Erika Barbosa on Influencing the C-Suite
June 1 @ 10:00AM PST
View AMA Answers
Observable Head of Growth Marketing, Erika Barbosa on Influencing the C-Suite
Top Questions
Erika Barbosa
Counterpart Marketing Lead • June 1
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 ......Read More
396 Views
1 request
Erika Barbosa
Counterpart Marketing Lead • June 1
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 ......Read More
353 Views
1 request
Erika Barbosa
Counterpart Marketing Lead • May 10
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 ......Read More
570 Views
1 request
Erika Barbosa
Counterpart Marketing Lead • June 1
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 ......Read More
478 Views
Erika Barbosa
Counterpart Marketing Lead • May 3
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 w......Read More
453 Views
1 request
Erika Barbosa
Counterpart Marketing Lead • May 6
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......Read More
600 Views
1 request
Erika Barbosa
Counterpart Marketing Lead • May 11
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 dr......Read More
593 Views
1 request
Erika Barbosa
Counterpart Marketing Lead • May 8
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......Read More
583 Views
1 request
Erika Barbosa
Counterpart Marketing Lead • May 5
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 ......Read More
570 Views
1 request
Erika Barbosa
Counterpart Marketing Lead • May 9
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......Read More
596 Views
1 request
Erika Barbosa
Counterpart Marketing Lead • May 4
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 ......Read More
614 Views
1 request
Erika Barbosa
Counterpart Marketing Lead • May 2
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......Read More
627 Views
Erika Barbosa
Counterpart Marketing Lead • June 1
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 o......Read More
549 Views
1 request
Erika Barbosa
Counterpart Marketing Lead • June 1
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......Read More
580 Views
Erika Barbosa
Counterpart Marketing Lead • May 1
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 ......Read More
404 Views
1 request
Erika Barbosa
Counterpart Marketing Lead • May 14
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......Read More
2895 Views
1 request
Upcoming AMA's
Qualia Director, Demand Generation, Laura Lewis on Stakeholder Management
April 25 @ 10:00AM PST
Register
Own VP of Growth Marketing, Sheridan Gaenger on Stakeholder Management
April 23 @ 10:00AM PST
Register
Show All