As the leader of a company, the CEO is a critical supporter of any operation. The CEO has to provide input into all key functions within the company, offering guidance and support on major initiatives. At the same time, some CEOs underestimate the importance of a strong marketing team. The focus then is shone more on what other departments, such as production and sales, can do to push the business forward. How can businesses avoid this mistake and get CEO buy-in from the get-go?
A study by UK-based Fournaise Group showed that 80% of CEOs don’t really trust marketers. In fact, 73% of surveyed CEOs believe marketing team members don’t have business credibility or the ability to generate growth. Where does this distrust come from and how can it be overcome?
CEO buy-in for customer participation
Forbes asked a team of marketing professionals for their ideas on how to best integrate marketing within the company as a whole and the office of the CEO specifically. One of those experts polled was Holly Chessman, VP of Marketing here at Glance Networks. Here’s what she had to say.
When the CEO makes it a priority for sales and customer success to provide great customer references, the stories will flow. Customer success stories are powerful tools, providing third-party validation that your offerings are stellar. If sales and customer success teams are incentivized to provide customers who will be great references, marketing can produce more stories and revenue will grow.
Ready to discover even more pearl of wisdom shared by other communications executives about CEO buy-in? Read the full story here: 12 Ways CEOs Can Support Their Marketing Teams.
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About Glance Networks
Glance helps enterprise organizations create the ultimate customer experience with smart, omni-channel visual engagement solutions based around integrated cobrowse, screen share, and one-way agent video. We are one of the world’s simplest, most reliable and secure platforms that enable companies to see, show and share anything online, creating a frictionless path to great experiences in sales, support and customer service. The result is improved customer satisfaction and loyalty, increased revenue growth and operational savings. From financial services and healthcare to retail and travel and leisure, even the most advanced technology and SaaS organizations – we transform the customer experience for today’s business. Learn More »
