How to Communicate with Your CEO and Board with CMO Coach, Carilu Dietrich
Carilu Dietrich is a former CMO who played a pivotal role in taking Atlassian public. She now advises CEOs and CMOs of high-growth B2B tech companies, including Sprout Social, Bill.com, ActiveCampaign, and Miro. Carilu’s experience spans Fortune 100 companies, pre-IPO unicorns, and Series C startups, giving her a unique perspective on leadership and operational excellence.
In today’s business environment, a CMO’s ability to communicate effectively with CEOs and boards can be the key to marketing’s impact and career success. Carilu emphasizes that understanding the distinct perspectives of CEOs and board members is essential. CEOs are focused on day-to-day operations and short-term goals, while boards are more concerned with long-term strategy and governance. Tailoring communication to address these differing priorities can significantly enhance a CMO’s effectiveness.
Carilu advises CMOs to be strategic, clear, and concise in their communications, focusing on financial outcomes and growth rather than marketing activities. Using consistent, impactful metrics and being direct in responses are crucial. For CEOs, aligning messages with the company’s vision and discussing performance and forecasts are key. However, when addressing boards, CMOs should provide synthesized insights on market dynamics and customer trends, focusing on long-term impact.
Common pitfalls include inconsistent numbers, over-reliance on jargon, and lack of alignment with sales data. Carilu suggests using clear, business-focused language, collaborating closely with the sales team, and preparing thoroughly for tough questions.
Beyond formal presentations, Carilu recommends scheduling regular check-ins with the CEO and board members, sharing market insights, and demonstrating an understanding of broader business issues. As the CMO role evolves with a greater focus on data-driven decision-making and business strategy, effective communication with leadership becomes even more critical. Carilu’s insights offer practical guidance for CMOs aiming to enhance their leadership impact and drive success in their organizations.
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