AMA: Salesforce Vice President, C-Suite Marketing, Kexin Chen on Stakeholder Management
April 25 @ 10:00AM PST
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Salesforce Vice President, C-Suite Marketing, Kexin Chen on Stakeholder Management
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Kexin Chen
Salesforce Vice President, C-Suite Marketing • April 26
For sales and marketing alignment, I find understanding their core KPIs and joining their regular leadership cadence meetings allows you to understand the top of mind challenges/priorities. As you see how pipeline is progressing and the health of the business from the field leadership calls, you'......Read More
559 Views
1 request
Kexin Chen
Salesforce Vice President, C-Suite Marketing • April 26
A successful integrated marketing plan takes a village of marketers across a myriad of functions and specialties. When there are unclear swim lanes, I tend to like to address where the confusion lies and build a slide that defines the RACI (responsible, accountable, consulted, informed). If this ......Read More
558 Views
1 request
Kexin Chen
Salesforce Vice President, C-Suite Marketing • April 26
In terms of defining success, more top line KPIs are aligned to the targets set for pipeline and ACV (annual contract value) and my team's marketing contribution. Since my team focuses on building new C-Suite relationships for a set global list of top accounts, we're able to measure and hold o......Read More
926 Views
1 request
Kexin Chen
Salesforce Vice President, C-Suite Marketing • April 26
In preparation for a launch, I like to consider the key milestones and create a workback plan that includes who we need to update and when. To help ensure there is strong documentation, we often create a single source of truth deck and project plan that allows us to keep all of the most pertinent......Read More
492 Views
1 request
Kexin Chen
Salesforce Vice President, C-Suite Marketing • April 26
I think the best way to gain insights from internal stakeholders is to: 1. Ask them directly. It's easy to jump into transactional work and I like to have an initial meeting where I spend a few minutes to understand their priorities, how they define their personal and team's success, ho......Read More
607 Views
1 request
Kexin Chen
Salesforce Vice President, C-Suite Marketing • April 26
For historically tense relationships, one of my coaches has given me a fantastic framework: 1. Take a step back and request time to address your relationship. Request the time to discuss this so they aren't blindsided and have time to think about what they'd want to share. 2. In the m......Read More
801 Views
1 request
Kexin Chen
Salesforce Vice President, C-Suite Marketing • April 26
As a marketer, knowing your audience is critical. Internal stakeholders are no different. I view them as your internal audience. Generally, I will schedule an initial kick off call to learn their priorities, areas of concern/learnings if it is a run rate program, and their communication preferenc......Read More
531 Views
1 request
Kexin Chen
Salesforce Vice President, C-Suite Marketing • April 26
You don't need anyone to report into you to be successful in leading a program/initiative/campaign. My recommendation of aligning to stakeholders also stands with collaborators. I recommend an initial meeting to get to know each other and communication preferences including their preferences on r......Read More
503 Views
1 request
Kexin Chen
Salesforce Vice President, C-Suite Marketing • April 26
With the start of every program, ideation is critical in inspiring collaboration and partnership. As we get ready for execution, I always recommend a few of these tips: 1. Have an identified person who runs the project management and ensures there is clearly defined roles and responsibiliti......Read More
437 Views
1 request
Kexin Chen
Salesforce Vice President, C-Suite Marketing • April 26
The audience I target are primarily Fortune 500 C-Suite. In this case, we take an account first approach and weigh events more heavily than digital in our marketing plans. For integrated marketing plans, bringing in the functional experts to inform the strategy from the start is critical. General......Read More
795 Views
1 request
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