Influencing the C-Suite

7 Answers
Jessica Gilmartin
Jessica Gilmartin
Calendly Chief Marketing OfficerAugust 19
I love this question. When you’re a small company, the stakeholders are a pretty small group: You’ll work with a small number of sales reps who generally serve similar customer groups and operate using the same sales strategy. As a result, the type of demand gen work you have to do is generally p...Read More
3070 Views
5 Answers
Erika Barbosa
Erika Barbosa
Counterpart Marketing LeadMay 15
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
2975 Views
3 Answers
Erika Barbosa
Erika Barbosa
Counterpart Marketing LeadMay 3
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
683 Views
3 Answers
Erika Barbosa
Erika Barbosa
Counterpart Marketing LeadMay 2
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
460 Views
2 Answers
Erika Barbosa
Erika Barbosa
Counterpart Marketing LeadMay 11
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
626 Views
3 Answers
Erika Barbosa
Erika Barbosa
Counterpart Marketing LeadMay 4
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
482 Views
4 Answers
Jessica Gilmartin
Jessica Gilmartin
Calendly Chief Marketing OfficerAugust 19
This is a tricky one! First, you should assume that both stakeholders have good intent and that they’re willing to work together to resolve the issue. It’s critical to go in with a positive mindset! Then, try to create a shared fact base so that you’re all working from the same data. Once you hav...Read More
2652 Views
1 Answer
Erika Barbosa
Erika Barbosa
Counterpart Marketing LeadMay 12
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
649 Views
1 Answer
Erika Barbosa
Erika Barbosa
Counterpart Marketing LeadMay 10
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
649 Views
1 Answer
Erika Barbosa
Erika Barbosa
Counterpart Marketing LeadMay 9
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
635 Views