“Cracking The C Code”___________________

How To Effectively Engage And Communicate With C-Suite Level Executives

Presented BySteve Penn

“Cracking The C Code”

“Who’s a C”

“Who’s a C ? ”

“Cracking The Cs”Penetrating the C-level requires exceptional commitment, determination and persistence on both the marketing

and sales fronts. Relevant, effective messages must be

constructed and delivered via a carefully orchestrated,

well-timed mix of the following communications tactics . . .

Direct Mail • Voice Mail

E-mail • Social Networking Groups

Surveys/Polls • Podcasts/Blogs • Online Demos

Executive Breakfasts, Retreats & Events

“Cracking The Cs”

Things To Keep In MindIn this economy, access to the C-Suite has become more important than ever.

Budget decisions that a were made by a Director or VP a year ago are now getting

made by the C-Suite.

Things To Keep In MindCEOs are under tremendous pressure to perform

___________________CEOs are hungry to gain a competitive advantage

___________________CEOs will listen if you give them actionable ideas

.

5 Key Mistakes To AvoidWhen Marketing

To The C-Suite

1. Not articulating the value of marketing

effectively

2. Not having a thorough knowledge of their

industry, their business and

their competitive landscape

3. “Can’t Dance”

4. Just talking marketing and not process or

enterprise-wide integration of services

and departments

5. Where to spend resources or where to cut

expenses

“Cracking The Cs”

The Rules Of Engagement

“Cracking The Cs”Rules Of Engagement

Be respectful of their time ~ but DON'T be afraid to challenge their assumptions and communicate controversial or paradigm-shattering ideas. Become a compelling C-level communicator in your own right.

“Cracking The Cs”Rules Of Engagement

Speak their language, but don't use their jargon. Create your communications to address relevant business pain in the context of specific industry

issues, trends and developments.

“Cracking The Cs”Rules Of Engagement

Promise & Prove. Never “pitch.” Show them the “Promised Land” in an intelligent, thoughtful and compelling ROI-based value proposition. But keep the plaid suit safely stowed in the closet.

“Cracking The Cs”Rules Of Engagement

Court the gatekeeper. Rather than regarding gatekeepers as an "obstacle" to overcome, successful marketers invariably treat them as respected players on the corporate team.

The “Noise Level” Out There According to a recent Wall Street Journal

Survey, the business person is barraged daily

with:

52 phone calls 36 e-mails 23 voice mails 18 postal mails 14 faxes 18 interoffice memos 13 post-it notes 8 pages of “other stuff” 8 cell phone calls 3 express mail deliveries

But Wait, There’s More:

Advertising Age recently reported that consumers are now exposed to a mind-numbing average of ...

6,000 messages

… every day

“Use words everyone understands and everyone will understand

what you’re saying.”

Winston Churchill

“Make Your Messages Matter”

Test your value propositions and messaging with an executive audience. Sit down with your own CIO,

CFO, COO, or CEO and ask them how they would respond to what you are bringing to market.

If you have an executive advisory council, now is the time to be using them.

Double your focus on sales enablement. Your sales teams need all the help they can get these days. Chances are they aren't accustomed to selling to the C-Suite, so they need to know how to talk less about product and more about value. They also need conversation starters, either interesting data

about trends in the industry or stories about how other customers are weathering the storm. Remind them that the

ABCs of selling (Always Be Closing) don't work in the executive suite.

Instead, it's Always Be Creating (Value).

“Messaging That Matters”

VP/Director, Manager

• Looking good/smart to management

• Tracking & managing day-to-day productivity

• Recommending "better way" models

CEO/President

• Increasing stakeholder value

• Increasing incremental revenues and profit

• Positioning the enterprise competitively

•

Chief Information/Technology Officer• Protecting technology investments

• Managing systems for appropriate scalability

• Evaluating/advocating industry-specific technologies

Chief Financial Officer• Saving money/managing cash flow & purchasing

• Maintaining profitability/Going “Green”

• Evaluating growth opportunities

A Word About OffersC-Level Executives respect fresh, innovative thinking:

BUT it absolutely must communicate quickly and with

relevance.

The “Cs” don't like com- ons and “elevator pitches”

A Word About Offers“Beware of spinning weasels”

Former Client

Thank You.