CEOs Anointing of Your Marketing Efforts Kristin Zhivago President - - PowerPoint PPT Presentation

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CEOs Anointing of Your Marketing Efforts Kristin Zhivago President - - PowerPoint PPT Presentation

Jun 20, 2023 386 likes •760 views

How to Optimize Your CEOs Anointing of Your Marketing Efforts Kristin Zhivago President Zhivago Management Partners, Inc. Flow 1 Your Challenges 2 Anointing 3 The Buyer Revolution The Solution 4 Your Challenges Who are you?

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Kristin Zhivago President Zhivago Management Partners, Inc.

How to Optimize Your CEO’s Anointing of Your Marketing Efforts

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Flow

Your Challenges Anointing The Buyer Revolution The Solution 1 2 3 4

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Your Challenges

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Who are you?

  • Company Size:

Small Medium Large

  • Business or consumer:

B2B B2C

  • Working level:

C-Level VP Level Manage Specialist

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What do you want from this?

  • New concepts
  • Actionable steps

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Biggest Challenges

  • Getting customers to

respond [relevance!]

  • Getting internal

approval – and respect

  • Mastering

tools/technologies

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How long have marketers had these problems? Forever. Just ask Tom.

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Fortunately, doing one thing differently can solve all of your problems. Yes. All of your problems.

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Anointing

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Fact #1: You can’t sell successfully to customers until you have sold your approach and vision to your CEO (or

  • ther direct boss).

Fact #2: You can use the same method to sell to customers that you will use to sell to your CEO.

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How anointing works

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1) Personal Knowledge of your CEO & Customers: You know who they are and how they think. You’re not guessing. 2) Trust: Credibility and respect from top management and working peers. FULL support for marketing from ALL in the company. 3) Anointing: CEO listens, agrees, supports your decisions and actions.

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You will know you are truly anointed when you become your CEO’s trusted advisor. We are talking beyond “acceptance.”

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Your CEO’s “functional persona”

  • Sales
  • Technology
  • Finance
  • Legal
  • Marketing
  • Operations
  • Serial entrepreneur
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Sales CEOs

Steve Ballmer, CEO of Microsoft Key Characteristics:

  • Competitive
  • Controlling
  • Easily influenced

Best tools:

  • Stories backed by stats
  • Keep him excited

Reactive Visionary Stress Process Company-centric Customer-centric Stats Stories

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Technical CEOs

Tony Hsieh, CEO of Zappos

Reactive Visionary Stress Process Company-centric Customer-centric Stats Stories

Key Characteristics:

  • Logical
  • Inclusive
  • Very process-oriented

Best tools:

  • Empirical evidence,

supported by stats

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Finance CEOs

Meg Whitman, CEO of HP

Reactive Visionary Stress Process Company-centric Customer-centric Stats Stories

Key Characteristics:

  • Can be

elitist/exclusionary

  • Doesn’t excite easily

Best tools:

  • Gather as much

statistical data as you can, at every touch point

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Legal CEOs

Frank Blake, CEO of Home Depot

Reactive Visionary Stress Process Company-centric Customer-centric Stats Stories

Key Characteristics:

  • Can see both sides
  • Weak on processes

Best tools:

  • Numbers, numbers,

numbers

  • Empirical evidence
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Marketing CEOs

Steve Jobs, CEO of Apple

Reactive Visionary Stress Process Company-centric Customer-centric Stats Stories

Key Characteristics:

  • Visionary
  • Customer DRIVEN

Best tools:

  • Likes stories, but back

with facts

  • Keep moving!
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Operations CEOs

Jeff Bezos, CEO of Amazon

Reactive Visionary Stress Process Company-centric Customer-centric Stats Stories

Key Characteristics:

  • Always thinking

“process first” Best tools:

  • Systems that work
  • No movement

without a method

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Serial Entrepreneur

Reid Hoffman, CEO of LinkedIn

Reactive Visionary Stress Process Company-centric Customer-centric Stats Stories

Key Characteristics:

  • Behavior will be

influenced by background

  • Always moving

Best tools:

  • Aggressive proaction
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Interview your CEO

  • At least 2x a year, even 4x a year
  • Make a formal appointment
  • Ask open-ended questions:
  • How’s it going?
  • Goals
  • Challenges
  • Suggestions, questions, observations
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Start thinking:

  • How can I help the CEO meet his/her goals, while at

the same time helping customers meet their goals?

  • How should I be reporting on progress?
  • How can I make sure that we are relevant and

attractive to customers?

  • What can I do about the fact that buyers are ignoring

marketing and sales?

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The Buyer Revolution

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The Customer Community

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Buyers are using these tools to ignore marketing and avoid salespeople.

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Company-centric sales process

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Salespeople (and customers) hunt, one at a time. Hit and miss, invasive, mostly unsatisfying for both parties.

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Company-centric marketing process

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Marketing sends out a lot of messages, hoping something will stick. Customers do a lot of research, trying to get answers to questions. More hit and miss. Gambling on both sides.

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The Solution

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Customer-centric selling/marketing

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It’s not rocket science. They have questions. We need to be able to answer them to their satisfaction – what, when, how.

Answers to Questions

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  • Who are you? Specifically?
  • What can you do that no one else can do?
  • What have others thought of you?
  • What’s going to happen to me after I buy?

What ARE their questions?

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  • Nope.
  • That’s why they’re ignoring your content.
  • They get better answers from each other.
  • That’s also why you’re not anointed: You’re

Guessing.

Aren’t you answering their questions?

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How to answer their questions: Ask them questions.

Your current customers will teach you how to sell to new customers, if you ask them the right questions in the right way, then act on what they tell you.

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What should you ask them?

  • How do you feel about our product/service?
  • What was your buying process?
  • Are our prices fair?
  • What is your biggest problem/challenge?
  • What trends do you see in your/our market?
  • If you were the CEO of our company tomorrow, what

would you fix?

  • What did you type into Google when you first started

searching? How would you refine?

  • Anything I should have asked?
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What will you learn?

  • Why they bought*
  • How they bought, including who was involved
  • What their concerns and questions were
  • How you satisfied those concerns/answered their questions
  • What they now tell others
  • What they typed into Google – FIRST (not what is in your web

logs)

  • Trends and challenges (your opportunities)
  • Weaknesses of competitors
  • What you should be saying and where you should be saying it
  • What is broken, what should be fixed
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*

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What customers AND CEOs want

  • 1. Education
  • 2. Protection

Michael

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Thank You/Questions

Kristin Zhivago

Zhivago Management Partners, Inc.

kristin@zhivago.com Blog: RevenueJournal.com

Twitter: @KristinZhivago

Book: RoadmapToRevenue.com