10 Questions CEOs Should Ask
Their Marketing Director
Date: Tuesday, June 17th
Time: 10:15 – 11:30 a.m
Hashtag: #MMCCon LH1
Introduction
Why are we here? How can this help me?
About You
• Role
• Organization Type
1. What do you consider to be the
goal of marketing?
2. What are you doing to optimize
our marketing source mix? Are
there more “cost” effective
sources than others?
3. Do you feel we are doing a
good job of cross marketing? (Are
we fighting ourselves for airtime?)
4. If you were to stop spending
money on XXX, what would you
put that time and money into
instead?
5. How could additional
professional development help
you do your job better?
6. Do you think we spend the right
amount on marketing? (Should we
spend more? Less?)
7. Who is our MOST effective
audience we market to?
(And how are we segmenting?)
8. How can we learn from our
successes and mistakes?
(And how have you learned from
them in the past?)
9. How can we turn marketing
from an expense account to a
revenue account?
10. How can we be more proactive
and strategic?
What are we missing?
Q&A, Comments, Feedback?
Contact Us
Scott Oser
President
Scott Oser Associates
scott@scottoserassociates.com
(301)279-0468
@scottoser
Bill Scott, C...
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10 Questions an Association CEO Should Ask Their Marketing Director

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This presentation, given at 2014 ASAE MMCC, provides questions that an Executive Director can ask their Marketing Director to start a conversation that will allow the ED and the Marketing Director to better understand each other and to get on the same page both strategically and tactically.

Published in: Marketing, Business, Education
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  • SO - General introduction: Hi I’m Scott, (Hi I’m Bill). As a background – LH saw a similar session designed for the corporate world, and it seemed like it would be relevant in our industry because of how closely many of us work with our teams and our limited funds. Our goal is not to show you questions and tell you the answer. We’ll give you the questions you should be asking your marketing people. We’ll tell you the question – and why they are important. Goal isn’t for us to answer the question, goal is to provide food for thought and the tools to collaborate.

    Bill is going to ask some questions to get a feel for who is in the audience and then we will go through the questions one by one while allowing time for reactions after each.

  • SO—You could look at this question and think it is the same as a couple of the other questions. It all depends on how you look at it. This question can be a very strategic question if asked properly. It allows the marketing director to talk about distinct tactics but also to discuss what they would change when it comes target markets, frequency of promotions, ways that the organization as a whole could improve the results of marketing and more..
  • SO—Segmenting your audience and using the right messaging based on the makeup of the segments is critical in today’s marketplace. This question allows the executive to see if the marketing director understands who the key targets of the audience are and start a conversation about the unique needs and corresponding messages for the individual segments. It also allows the executive to see if they are on the same page when it comes to the industry segments they want to market to.
  • BS – what was the best-received message you’ve sent – the one you’re still proud of that members are stil talking about? What was the worst blunder you’ve made – not merging fields in an email? Putting old information in a newsletter? Having the wrong dates on a show postcard?
  • 10 Questions an Association CEO Should Ask Their Marketing Director

    1. 1. 10 Questions CEOs Should Ask Their Marketing Director Date: Tuesday, June 17th Time: 10:15 – 11:30 a.m Hashtag: #MMCCon LH1
    2. 2. Introduction Why are we here? How can this help me?
    3. 3. About You • Role • Organization Type
    4. 4. 1. What do you consider to be the goal of marketing?
    5. 5. 2. What are you doing to optimize our marketing source mix? Are there more “cost” effective sources than others?
    6. 6. 3. Do you feel we are doing a good job of cross marketing? (Are we fighting ourselves for airtime?)
    7. 7. 4. If you were to stop spending money on XXX, what would you put that time and money into instead?
    8. 8. 5. How could additional professional development help you do your job better?
    9. 9. 6. Do you think we spend the right amount on marketing? (Should we spend more? Less?)
    10. 10. 7. Who is our MOST effective audience we market to? (And how are we segmenting?)
    11. 11. 8. How can we learn from our successes and mistakes? (And how have you learned from them in the past?)
    12. 12. 9. How can we turn marketing from an expense account to a revenue account?
    13. 13. 10. How can we be more proactive and strategic?
    14. 14. What are we missing? Q&A, Comments, Feedback?
    15. 15. Contact Us Scott Oser President Scott Oser Associates scott@scottoserassociates.com (301)279-0468 @scottoser Bill Scott, CAE Executive Director/CEO Council for Resource Development bill.scott@crdnet.org (202)822-0750

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