Crack the executive code: 7 steps to a CMO-approved charter

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62.846612 53 70 L 53 72 L 27 72 L 27 70 C 27 62.846612 32.846612 57 40 57 z M 8 58 C 7.449 58 7 58.449 7 59 C 7 59.551 7.449 60 8 60 C 8.551 60 9 59.551 9 59 C 9 58.449 8.551 58 8 58 z M 12 58 C 11.449 58 11 58.449 11 59 C 11 59.551 11.449 60 12 60 C 12.551 60 13 59.551 13 59 C 13 58.449 12.551 58 12 58 z M 16 58 C 15.449 58 15 58.449 15 59 C 15 59.551 15.449 60 16 60 C 16.551 60 17 59.551 17 59 C 17 58.449 16.551 58 16 58 z M 20 58 C 19.449 58 19 58.449 19 59 C 19 59.551 19.449 60 20 60 C 20.551 60 21 59.551 21 59 C 21 58.449 20.551 58 20 58 z M 24 58 C 23.449 58 23 58.449 23 59 C 23 59.551 23.449 60 24 60 C 24.551 60 25 59.551 25 59 C 25 58.449 24.551 58 24 58 z M 28 58 C 27.449 58 27 58.449 27 59 C 27 59.551 27.449 60 28 60 C 28.551 60 29 59.551 29 59 C 29 58.449 28.551 58 28 58 z M 52 58 C 51.449 58 51 58.449 51 59 C 51 59.551 51.449 60 52 60 C 52.551 60 53 59.551 53 59 C 53 58.449 52.551 58 52 58 z M 56 58 C 55.449 58 55 58.449 55 59 C 55 59.551 55.449 60 56 60 C 56.551 60 57 59.551 57 59 C 57 58.449 56.551 58 56 58 z M 60 58 C 59.449 58 59 58.449 59 59 C 59 59.551 59.449 60 60 60 C 60.551 60 61 59.551 61 59 C 61 58.449 60.551 58 60 58 z M 64 58 C 63.449 58 63 58.449 63 59 C 63 59.551 63.449 60 64 60 C 64.551 60 65 59.551 65 59 C 65 58.449 64.551 58 64 58 z M 68 58 C 67.449 58 67 58.449 67 59 C 67 59.551 67.449 60 68 60 C 68.551 60 69 59.551 69 59 C 69 58.449 68.551 58 68 58 z M 72 58 C 71.449 58 71 58.449 71 59 C 71 59.551 71.449 60 72 60 C 72.551 60 73 59.551 73 59 C 73 58.449 72.551 58 72 58 z M 30 68 C 29.449 68 29 68.449 29 69 C 29 69.551 29.449 70 30 70 C 30.551 70 31 69.551 31 69 C 31 68.449 30.551 68 30 68 z M 34 68 C 33.449 68 33 68.449 33 69 C 33 69.551 33.449 70 34 70 C 34.551 70 35 69.551 35 69 C 35 68.449 34.551 68 34 68 z M 38 68 C 37.449 68 37 68.449 37 69 C 37 69.551 37.449 70 38 70 C 38.551 70 39 69.551 39 69 C 39 68.449 38.551 68 38 68 z M 42 68 C 41.449 68 41 68.449 41 69 C 41 69.551 41.449 70 42 70 C 42.551 70 43 69.551 43 69 C 43 68.449 42.551 68 42 68 z M 46 68 C 45.449 68 45 68.449 45 69 C 45 69.551 45.449 70 46 70 C 46.551 70 47 69.551 47 69 C 47 68.449 46.551 68 46 68 z M 50 68 C 49.449 68 49 68.449 49 69 C 49 69.551 49.449 70 50 70 C 50.551 70 51 69.551 51 69 C 51 68.449 50.551 68 50 68 z"/></svg> </a> </div> <main id="site-main" class="site-main outer site-main-post has-post-image"> <div class="feature-post-wrapper"> <article class="post-full post tag-exclusive-content "> <section class="post-full-content Exclusive content"> <header class="post-full-header"> <div class="post-full-header-wrapper"> <section class="post-full-meta"> <time class="post-full-meta-date" datetime=" 2024-01-26">26 January 2024</time> <span class="reading-time">6 min read</span> </section> <h1 class="post-full-title">Crack the executive code: 7 steps to a CMO-approved charter</h1> <section class="post-full-meta"> <a href="/tag/exclusive-content/">Exclusive content</a> </section> <div class="post-author-with-linkedin-wrapper"> <div class="post-author-wrapper"> <section class="post-full-authors"> <section class="author-card"> <a href="/author/kevin/"> <img class="author-profile-image" src="/content/images/size/w300/2022/06/Kevin-Lau.jpeg" alt="Kevin Lau" /> <section class="author-card-content"> <h4 class="author-card-name">Kevin Lau</h4> <div class="post-full-footer-right"> <div class="author-card-button">Read More</div> </div> </section> </a> </section> </section> </div> </div> </div> <div class="post-full-image" style="background-image: url(/content/images/2024/01/jeshoots-com-fzOITuS1DIQ-unsplash-2.jpg);"> </div> </header> <script> inArticleAdListDisabled = true; </script> <div class="post-content"> <p> <p>This article comes from <strong>Kevin Lau</strong>’s talk, ‘<em>Seven steps to a CMO-approved customer marketing charter in 2023 & beyond</em>’, at our <strong>April 2023 Customer Marketing Summit</strong>, check out his full presentation <a href="https://www.customermarketingalliance.com/customer-marketing-summit-april-2023-ondemand/?wchannelid=9k2fabamui&wmediaid=3rpddcpj2u"><strong><u>here</u></strong></a>. </p><p></p><p>Tired of excuses and empty promises when you advocate for customers? Learn how I transformed customer marketing into a core growth strategy.</p><p>Early in my career, I struggled to garner executive support for customer marketing programs. Despite innovative ideas and passion for the customer, my charters seemed to land with a thud.</p><p>But over the last 9 months, things changed significantly when my team and I cracked the code to elevating the customer's voice within our organization. </p><p>Now our quarterly planning has customer obsession as a core pillar of leadership priorities. As such we’ve had significant resources shifted to fund our new initiatives that drive loyalty and retention.</p><p>What changed? I developed an executive-approved customer marketing charter that aligned directly with the C-suite agenda and metrics for success.</p><p>From my experience, this takes patience - but keep the end goal in mind. With increased budget and resources, you’ll drive greater results and returns for your team.</p><p>Let's get your well-deserved seat at the table together!</p><p><br></p><h2 id="step-1-start-with-the-right-questions"><strong>Step 1: Start with the right questions</strong></h2><h3 id=""></h3><p>When I approach a new program or charter, I always start by asking myself:</p><ul><li>What business problem are we trying to solve?</li><li>What do the CMO and executive team care about most?</li><li>How can I make my boss’ job easier?</li><li>What’s achievable in a 90-day window to demonstrate quick impact?</li><li>Who can I partner with internally to deliver results?</li><li>How will we measure marketing’s contribution and return?</li></ul><p></p><p>Getting clear on the purpose and priorities upfront ensures your initiatives ladder up to company goals. It also identifies key stakeholders to enroll early on.</p> <aside class="gh-post-upgrade-cta"> <div class="gh-post-upgrade-cta-content" style="background-color: #FF4DD8"> <h2>This post is for paying subscribers only</h2> <a class="gh-btn" data-portal="signup" href="#/portal/signup" style="color:#FF4DD8">Subscribe now</a> <p><small>Already have an account? <a data-portal="signin" href="#/portal/signin">Sign in</a></small></p> </div> </aside> </p> </div> <aside class="post-upgrade-cta"> <div class="post-upgrade-cta-content"> <img src="/content/images/2024/07/android-chrome-192x192--1--1.png" alt="Customer Marketing Alliance icon" class="site-logo" /> <h2>Can't see the rest? Become a member for full unrestricted access</h2> <p class="post-upgrade-cta-desc"> This page along with a variety of our other content is exclusive to Customer Marketing Alliance members. Join the tribe to unlock this page and much more including on demand videos, templates, articles, and forums. </p> <div class="post-upgrade-buttons-wrapper"> <a class="button large primary" href="/signup/">Subscribe now</a> </div> <p><small>Already a member? Awesome. <a href="/signin/">Sign in</a></small></p> </div> </aside> <aside class="post-upgrade-cta get-cert-cta" style="display:none;"> <div class="post-upgrade-cta-content"> <img src="/content/images/2024/07/android-chrome-192x192--1--1.png" alt="Customer Marketing Alliance icon" class="site-logo" /> <h2>Get product marketing certified.</h2> <p class="post-upgrade-cta-desc"> PMMC™ unleashes product marketers’ potential. Lauded by leading lights like Facebook and HubSpot, it offers expert insights, priceless tuition, and awesome resources. No topic missed. No page unturned. </p> <div class="post-upgrade-buttons-wrapper"> <a class="button large primary" href="https://certified.productmarketingalliance.com/p/product-marketing-certified-core" target="_blank">Get certified</a> </div> </div> </aside> <section class="post-full-authors post-full-authors-with-bio"> <section class="author-card"> <div class="post-full-authors-content"> <p>Written by: </p> </div> <a href="/author/kevin/"> <img class="author-profile-image" src="/content/images/size/w300/2022/06/Kevin-Lau.jpeg" alt="Kevin Lau" /> <section class="author-card-content"> <h4 class="author-card-name">Kevin Lau</h4> <p>Kevin Lau is a performance-driven customer marketing professional with 12+ years of experience as an industry thought leader in customer advocacy, lifecycle marketing, and more.</p> <div class="post-full-footer-right"> <div class="author-card-button">Read More</div> </div> </section> </a> </section> </section> </section> <section class="subscribe-form"> <p>Get industry insights</p> <form data-members-form="subscribe"> <input data-members-email type="email" required="true" placeholder="youremail@example.com" /> <br> <button type="submit">Join</button> </form> </section> <aside class="read-next"> <aside class="read-more-wrap outer"> <header class="read-next-card-header"> <h3><span>More in</span> <a href="/tag/exclusive-content/">Exclusive content</a></h3> </header> <div class="read-more inner"> <article class="post-card"> <a class="post-card-image-link" href="/revolutionizing-storytelling-through-remote-video-capture/"> <img class="post-card-image" src="/content/images/size/w800/2024/11/Revolutionizing-storytelling-through-remote-video-capture.png" alt="Revolutionizing storytelling through remote video capture" /> </a> <div class="post-card-content"> <div class="post-visibility-paid" href="/signin">Members-only</div> <a class="post-card-content-link" href="/revolutionizing-storytelling-through-remote-video-capture/"> <header class="post-card-header"> <h2 class="post-card-title">Revolutionizing storytelling through remote video capture</h2> </header> <section class="post-card-excerpt"> <p>Revolutionizing storytelling through video is about more than just crafting compelling content—it’s about connection, authenticity, and relevance. 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