Bank Marketing Buy In from Upper Mgmt.

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Marketing and upper management speak different languages, often resulting in neither getting what they want.
Marketing typically focuses on brand awareness, generating quality leads for sales and retaining current clients. This is inarguably a bank marketer's job. So why is it that senior managers are so reluctant to embrace programs designed to accomplish these goals? Surveys of chief executive officers (CEOs) and chief financial officers (CFOs) indicate that Marketing presentations tend not to address the one thing senior executives care most about — quantifiable return on investment (ROI).
About the publisher:
FPS develops, manages and distributes custom business content on behalf of banks and other financial services marketers. Specializations include conference presentations, e-newsletters, white papers, case studies, and bylined article writing and placement services.

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Bank Marketing Buy In from Upper Mgmt.

  1. 1. How to Get Buy-In from UpperManagement for Your Bank’sContent Marketing Plan Custom content development experts in business bank marketing
  2. 2. Marketing and upper managementspeak different languages
  3. 3. Marketing ‘speak’Marketing typically focuses on brand awareness,generating quality leads for sales and retaining currentclients.
  4. 4. What upper managementwants to hearCEOs and CFOs are, for the most part, want only tohear about the ROI of a content marketing plan.
  5. 5. What CEOs see as a disconnect betweenmarketing and bottom line profits 80% of CEOs feel that marketers are disconnected from the financial realities of their organization.
  6. 6. What earns a CEO’s trust To earn their trust, Marketing execs need to pay more attention to key sales metrics and provide a measurable correlation between Marketing spend and the resulting gross profit.
  7. 7. CEOs also question Marketing’sunderstand of KPIs 75% of CEOs believe marketers dont understand the true meaning of "results," "ROI" and "performance."
  8. 8. What your bank’s CFOs needs fromMarketing CFOs are looking to their Marketing team to provide a cost/benefit analysis for each marketing initiative.
  9. 9. How to bridge the gap Industry experts suggest that Marketing execs include the CFO in the process of developing Marketing initiatives early on.
  10. 10. The results of collaboration This tends to increase the CFOs buy-in to content marketing plans.
  11. 11. The results of collaboration It also helps Marketing to employ in its plans the language of ROI and other financial terms relevant to CEOs and other senior executives.
  12. 12. Involve your relationship managers Helps CFOs more easily comprehend how the Marketing plan can both increase sales and enable a Sales team to sell more efficiently.
  13. 13. Top 5 ways to turn uppermanagement in to marketingadvocates 1) Collaborate with Finance in the initial planning stages.
  14. 14. Top 5 ways to make your CFO yourmarketing advocate 2) Map Finance and Marketing speak.
  15. 15. Top 5 ways to make your CFO yourmarketing advocate 3) Create a (or find your) Finance liaison.
  16. 16. Top 5 ways to make your CFO yourmarketing advocate 4) Leverage the data expertise and data culture of Finance.
  17. 17. Top 5 ways to make your CFO yourmarketing advocate 5) Think and communicate value like the CFO: revenue and profits.
  18. 18. Sources referenced in the presentationThe 2012 Global Marketing Effectiveness Program, based oninterviews with more than 1,200 large corporate CEOsworldwide, conducted by research firm the Fornaise MarketingGroup and published by Voytech.com, July 2012."5 Steps to Align the Offices of the CMO and CFO," CMO Council2011 State of Marketing report.Marketing Effectively to the CFO, CFO Research ServicesFor the full article, go tohttp://fpsc.com/MarketScope_email/January_2013.htm
  19. 19. About the publisherFPS develops, manages and distributes custom business content on behalfof banks and other financial services marketers. Specializations includeconference presentations, e-newsletters, white papers, case studies, andbylined article writing and placement services.Contact one of our representatives:Vince DiPaolo, FPS President and Founder847.501.4120 ext. 3 vince@fpsc.comVentsi Petrova, Director of Operations847.501.4120 ext. 2 ventsi@fpsc.com www.fpsc.com info@fpsc.com

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