i $peak p&l - 6 tips for marketers to gain credibity in the boardroom
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I $peak P&L
I $peak P&L
1Karen Dworaczyk, Marketing Executive,
6 Tips for Marketersto Gain Credibility in the Boardroom
think marketers lack business credibility
because they fail to quantify the
success of their campaigns.
73% CEOs I $peak P&L
of
*Jerome Fontaine, CEO and chief tracker of Fournaise
2Karen Dworaczyk, Marketing Executive,
Did you know?…
also think marketers fail to understandwhat it means to increase their marketing ROIand tend to comprehend the term as cost-cuttingrather than the generation of more revenue, sales,prospects or customers.*
73% CEOs I $peak P&L
of
3Karen Dworaczyk, Marketing Executive,
*Jerome Fontaine, CEO and chief tracker of Fournaise
Did you know?…
think marketers spend too much timeon the latest trends, arty and fluffystuff and can rarely demonstrate how
these trends help generate more business.*
74% CEOs I $peak P&L
4Karen Dworaczyk, Marketing Executive,
*Jerome Fontaine, CEO and chief tracker of Fournaise
of
Did you know?…
are not using a customer or marketing
measure to inform boardlevel decision making. *
49% Companies
I $peak P&L
*A Deloitte and CIM, 2010
of
5Karen Dworaczyk, Marketing Executive,
Did you know?…
I $peak P&L
6Karen Dworaczyk, Marketing Executive,
Finally, “Marketers are becoming
too siloed to becomewell-rounded chief executives.“ *
*Merlin Entertainments CEO Nick Varney
OUCH!
Here are 6 Tips to gain
Credibility in the Boardroom 1. $peak P&L.
6. Communicate success.
4. Create relevant reports.
2. Have a strategy & plan.
3. Presell to gain alignment upfront.
5. Present real data in an interesting & compelling way.
I $peak P&L
7Karen Dworaczyk, Marketing Executive,
Karen Dworaczyk, Marketing Executive, [email protected]
9
1. $peak P&L.
I $peak P&L
WHY?
The P&L HELPS tell if your plan is achievable .
Leadership Teams & Boards need a solid case to approve resources.
The P&L tells you where the business is broken & what to focus on to Fix It.
Karen Dworaczyk, Marketing Executive, [email protected]
10
I $peak P&L
HERE’S HOW
1. $peak P&L.
Know cost drivers for production,
product & overhead.
Know annual operating plan &
your strategic plan.
Know your ops, ID & design engineering
teams.
Friend your finance team & know accounts that roll up to each bucket.
Know numbers & trends from the last 3 yrs & targets for the next 3 yrs.
Know your P&L. Be the expert. Be accountable.
Know your top customers & how they contribute.
Karen Dworaczyk, Marketing Executive, [email protected]
11
2. Have a strategy and plan.
The Senior Leadership Team and Board want to see an integrated plan that is synergistic with theirs to achieve its goals for return.
I $peak P&L
WHY?
12
I $peak P&L
Set 3 - 5 yr. targets & keep score.
Have hard numbers for the next 18 – 24 months.
Align your plan to your company’s strategic plan.
Exceed the target ROI & beat cost of capital.
Deliver the Purpose, Brand Promise, Position & Philosophy.
Know & align with target customers plans. Engage early and often.
Plan to be better 1. for the user, 2. than the competition, 3. for the customer,4. for your company.
Know your competitors. Know the industry trends.
Use research & insights to drive planned innovation & success.
HERE’S HOW
Karen Dworaczyk, Marketing Executive, [email protected]
2. Have a strategy and plan.
Karen Dworaczyk, Marketing Executive, [email protected]
13
3. Presell to gain alignment upfront.
Preselling and developing allies will increase your probability of success & speed up the approval process.
I $peak P&L
WHY?
Karen Dworaczyk, Marketing Executive, [email protected]
14
3. Presell to gain alignment upfront.
I $peak P&L
Develop relationships with influential
Members.
Presell your plan to
influencers.
Influencers work to align others in
advance.
Use 1:1 discussions allowing questions. Ask
for guidance.
Understand additional data that may be needed to provide upfront.
Understand potential roadblocks or barriers. Be ready to address them.
Understand who your allies are. Listen & respect advice.
Be flexible to make suggested changes.
Provide hardcopy summary in advance.
HERE’S HOW
Karen Dworaczyk, Marketing Executive, [email protected]
15
4. Create relevant reports.
Leadership needs you to cut to the chase; WHAT, HOW & WHY?
I $peak P&L
What are you presenting & asking for?
How you did you come to your
recommendations?
Why should they care?
WHY?
If they know upfront when they will get reports from you, it will avoid fire drills.
Karen Dworaczyk, Marketing Executive, [email protected]
16
I $peak P&L
Friend your IT & Finance department
& your CFO
Request data in a format easily analyzed & presentation ready.
Translate insights into recommendations and innovative solutions.
Provide information on a regular basis and
published a schedule.
Describe how the plan wins and is a solution.
Be clear.
Provide timely information.
Define resources required, budgets,
timelines, ROI.
HERE’S HOW
4. Create relevant reports.
Pull out meaningful insights.
Karen Dworaczyk, Marketing Executive, [email protected]
17
5. Present real data in an interesting & compelling way.
Your leadership audience will be more attentive to your message when it is clear & stimulating backed by real data & a profitable business case.
I $peak P&L
WHY?
The results will be magical!
Karen Dworaczyk, Marketing Executive, [email protected]
18
I $peak P&L
Use stimulating graphics. Am I right Ladies?
Do not use wordy PowerPoint bullets.
Use an easy to read font size and color.
Colors & shapes guide how info is organized. Use physical
props, videos & pictures.
Have examples of before, after & competition.
Engage your audience. Don’t be a talking head…or eye candy…get it?
Be consistent with your branding, even your clothes.
Practice. Practice. Do a dry run.
HERE’S HOW REMEMBER,
NO KARAOKE
5. Present real data in an interesting & compelling way.
Karen Dworaczyk, Marketing Executive, [email protected]
19
6. Communicate success.
Senior Leadership & Board won’t know about your success, unless you tell them. They have responsibility for financial success and your success is their success.
I $peak P&L
WHY?
Karen Dworaczyk, Marketing Executive, [email protected]
20
I $peak P&L
Communicate success regularly.
Ask influencers to underscore success prior to & during the meeting
Use a summary to refresh understanding. Don’t resell it.
Remind members they are aligned & have approved previously.
Summarize research & insights since last update.
Summarize changes from customer, industry and competitive landscape.
Make recommendations, & requests for resources.
HERE’S HOW
6. Communicate success.
Karen Dworaczyk, Marketing Executive, [email protected]
21
Show you are 1. on time.2. on budget .3. meeting customer needs.
Show you are better 1. for the user.2. than the competition.3. for the customer.4. for your company.
Key Takeaways: Use the 6 Tips
You will gain
Once you have Credibility,you are able to get more approved and move faster.
I $peak P&L
Credibility in the Board Room
Do you
I $peak P&L
22Karen Dworaczyk, Marketing Executive,
Learn the Languageand Gain Credibility in the Board Room
$peak P&L?
Karen Dworaczyk, Marketing Executive, [email protected]
23
I $peak P&L
About: Karen Dworaczyk
“Karen $peaks P&L”
Recognized as a turnaround manager, Karen is amarketing executive who has led the led the strategicdirection of businesses, organizations, and power housebrands and products at Fortune 500 companiestransforming them from underperforming platforms togrowth portfolios. Karen has excellent credentials fromcompanies such as Procter & Gamble, Birds Eye Foods,and most recently she was the Director of ProductMarketing at SentrySafe. ***
Karen DworaczykMarketing ExecutiveINSIGHTOVATIONTM
585-820-7761
[email protected]/in/KarenDworaczykwww.slideshare.net/KarenDworaczykwww.twitter.com/Insightovation