CMO Foundations: Working with Leadership and Board-of-Directors

By: Robbie Kellman Baxter

Duration: 48m 7s

Released: June 22, 2018

Description:

Learn to thrive at the C-level and move beyond the marketing department. In this course, executive consultant Robbie Baxter explains how CMOs can work most effectively with the leaders of an organization, including the CEO and board of directors. Robbie breaks down how to build trust with other executives—establishing rapport so you will be heard. Learn how to make an impact by understanding what the CEO really wants from marketing, how to bounce back from setbacks, and how to ask for and get the resources you need to succeed. You can also gain insider tips on presenting to and meeting with the board of directors. Robbie closes with some lessons for CMOs that aspire to move up even further in an organization, including tips from real CMOs who have spent years in the trenches.

Topics include:

• The three roles of the CMO
• Building rapport with the rest of the C-suite
• Working with the CEO
• Making your case for money and people
• Expanding your influence
• Engaging with the board of directors
• Advancing from CMO to other C-suite positions
• Advice from real CMOs

Contents:

Introduction
1. Managing Sideways
2. Managing Up
3. Managing Way Up
4. Moving on Up
5. Real Advice for CMOs

Author:

Robbie Kellman Baxter is the founder of Peninsula Strategies LLC, a management consulting firm.

Robbie is also the author of The Membership Economy: Find Your Superusers, Master the Forever Transaction and Build Recurring Revenue, a book that has been named a top-five Marketing Book of the Year on Inc.com. She coined the popular business term “Membership Economy,” which is now used by organizations and journalists around the country and beyond.

Her clients have included large organizations like Netflix and the National Restaurant Association, as well as dozens of fast-growing, venture-backed companies. Over the course of her career, Robbie has consulted clients or worked in more than twenty industries. Before starting Peninsula Strategies LLC in 2001, Robbie served as a New York City Urban Fellow, a consultant at Booz Allen Hamilton, and a Silicon Valley product marketer. She has an AB from Harvard College and an MBA from the Stanford Graduate School of Business.

Robbie has been quoted or interviewed by major media outlets, including CNN, Consumer Reports, and NPR.

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