Create and deliver personalized experiences across digital properties at scale
Build engaging websites with intuitive web content management
Leverage a complete UI toolbox for web, mobile and desktop development
Build, protect and deploy apps across any platform and mobile device
Build mobile apps for iOS, Android and Windows Phone
Rapidly develop, manage and deploy business apps, delivered as SaaS in the cloud
Automate UI, load and performance testing for web, desktop and mobile
Host, deploy and scale Node.js, Java and .NET Core apps on premise or in the cloud
Optimize data integration with high-performance connectivity
Automate decision processes with a no-code business rules engine
Globally scale websites with innovative content management and infrastructure approaches
Content-focused web and mobile solution for empowering marketers
Faster, tailored mobile experiences for any device and data source
UX and app modernization to powerfully navigate today's digital landscape
Fuel agility with ever-ready applications, built in the cloud
In my last post I began to explore my initial experiences interacting with CEOs. It can be a frustrating experience for marketers, especially young ones, to try and understand the approach their CEOs have to running and marketing the business.
I was a young product marketing manager in my first corporate job after leaving academia when my company got acquired by a larger (but still relatively small) public company. Because it was in the services industry in the late 1990s, it succeeded quite well with very little in the way of strategic marketing initiatives. Just prior to the acquisition, they had brought in a new CEO, fresh off his MBA but savvy in the ways of marketing thanks to years working at and running an ad agency.
My CEO knew a lot about marketing, but hadn’t had time enough to fill out his marketing department, so I found myself in the wonderful but extremely challenging job of reporting directly to the CEO as an almost-thirty-something. During the nine months that we worked together before he brought in a VP of marketing to manage me, I made tremendous strides as a marketer, but also a few horrible mistakes. I learned a lot about marketing, but maybe even more about working with CEOs.
Since then, I’ve had the luxury of working with a number of CEOs, and have learned that they’re not all cut from the same cloth – even those that came out of the same MBA program, though that’s certainly a strong indicator of style.
Booz & Company have identified four models of corporate management, and since the CEO is one of the biggest factors in corporate management decisions, they extrapolate these to four types of CEOs. I believe these four models serve as a good foundation for understanding how you, as a marketer, should approach your CEO.
The four models are:
Does your CEO fit into any of these? Does that change how you interact with him or her?
Todd Van Hoosear is vice president of public relations for Eric Mower + Associates' Boston office, where he helps clients in the engineering, mobile, cloud, networking, consumer technology and consulting spaces bring new ideas – and new takes on old ideas – to the market. He also teaches new media and public relations at Boston University, and serves as a Fellow at the Society for New Communications Research. Find him on Twitter at @vanhoosear.
Copyright © 2016, Progress Software Corporation and/or its subsidiaries or affiliates.
All Rights Reserved.
Progress, Telerik, and certain product names used herein are trademarks or registered trademarks of Progress Software Corporation and/or one of its subsidiaries or affiliates in the U.S. and/or other countries. See Trademarks or appropriate markings.