Start Thinking Like a CEO
What do CEOs want? According to David Mattson and Anthony Parinello (”Five Minutes with VITO”), CEOs look for Big Ideas that pass their “whole brain” balanced gain test. In other words, CEOs are responsible for everything in their organization so they must make decisions based on the total affect of a new idea. It is not enough to have a new, whiz-bang marketing angle, many of which we have been hearing about in the “2.0″ craze lately. There must be an offset in revenue that covers the expense plus additional margin.
As B2B marketers, we are always looking for new ways to increase brand awareness and drive new potential business for our sales team but we sometimes lose sight of the overall goal of the organization; to make a profit. Will a new marketing program like social media cause an increase in website traffic? Everyone thinks so, but the CEO knows that traffic alone is not enough. It is as frustrating for a CEO to hear a marketing idea that cannot be tied to revenue as it is for a marketing person to plan a new campaign and then get shot down because there is no balance. Want to get your ideas approved? Start thinking like a CEO.
Discussion Area - Leave a Comment