PRESENTATION FOUR: TIPS ON TALKING TO YOUR CEO
How to Talk to Your CEO as a Data Driven CMO
Joe Payne | Former CEO & Chairman, Eloqua @paynejoe
In this informative (and sometimes funny) session, former Eloqua CEO Joe Payne tackles the subject of talking to the CEO. He uses the changing role of marketing and the increasing availability of data in marketing as a backdrop for a topic that can make all of us a little bit nervous — talking to the boss. You will smile; you will nod; and you might even cringe as Joe discuss real-world do’s and don’ts on the subject of CEO communication. He promises at least one practical takeaway for all.
CEOs mostly come from ops and finance. Only 5% come from marketing.
Prediction in 2017, CMOs will spend more on tech than CIOs.
CFOs always bring data.
Sales bring data
Marketing usually talks about activity vs. results.
Change that! Bring substance!
• Step 1: Set numeric measurable goals for the business – gain agreement from CEO. Realize half of what marketing does will not work.
• Step 2: Report – good and bad. Conversation starter and gain trust that you are sharing all, not just the good. When presenting bad, have a plan.
• Step 3: Dashboards – real numbers, consistent
o To become a CEO, #1 skillset communication, #2 ability to process data so don’t over summarize. CEOs love detail about your results, not your activities. Benchmark against industry as well as LY. Use Sirius decisions data.
o Use business language, when you present results – make them want to ask “how did you do it?”
o Dress the part of a business person – like the audience. Even if it’s boring.
o Build culture that can’t wait to see the data. See TrackMaven.com
PRESENTATION FIVE: MOBILE ROCKING EXPERIENCES
Christian Saylor – Universal Mind
1. What are Mobile experiences?
2. Experiences for customers on the move
3. Anywhere you are – not device dependent (car hand-off)
4. Context aware (environment,) Disney armband
5. Consumption vs. creation (fitbit)
6. Changes our perceptions – mental models – (Google glass)
7. Inherently social and intimately personal – (spotify, ingame)
8. Responsive to your presence – proximity – nfc
9. Mobile experiences are symbiotic relationships between man, machine and environment
10. Must be relevant
11. Must be trusted
1. Identify user – their story – lead character, ambition (motivation), conflict (distractions), resolution (task completion) – add empathy
2. Goal oriented, Thoughtful reduction of features, Design for interruptions, Don’t make them think. Simplicity is about relevancy. Many errors are due to system being too complicated.
3. Embrace the art and science. Unify, Agile.
Emotional connection creates action. Fact agreement creates only conclusion.