How to Build Your Influence: Lessons from a CMO

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Concurrent Session
How to Build Your Influence: Lessons from a CMO
10/04/2017 09:00 AM - 10:30 AM |
Location: Kierland Ballroom 1C
1.50 SHRM PDCs
| Competencies: Leadership & Navigation
Workplace Application:
This session will help you successfully sell your vision and ideas internally, which is a key competency required for today’s leaders. 

Repeated from Tuesday at 10:15 a.m.

As Chief Marketing Officer (CMO) for Yahoo!, Nintendo and KidZania, Cammie Dunaway often faced more challenges selling new ideas internally than she did selling them to consumers. She learned to use all of the elements of smart marketing—understanding your audience, knowing key differentiators, developing breakthrough communication, and leveraging emotion and data to build a compelling business case—in order to get internal buy-in and the necessary budget for her programs. Understanding these techniques for marketing your ideas can help you gain credibility and secure the resources and support needed for success. This session will cover:

  • The five P’s of marketing your idea internally.
  • How to influence those who don’t get your agenda.
  • How to create metrics that matter to the C-suite.
  • Examples of successful HR change agents.

 

Cammie Dunaway Photo
Presenter:
Cammie Dunaway, author, board member, CEO advisor, Dunaway Company