This article comes from Leslie Paterson’s insightful talk, ‘Getting customer marketing a seat at the leadership table’, at our 2023 San Francisco Customer Marketing Summit, check out her full presentation here.

Are you looking to make a bigger impact in your organization? Well, you've come to the right place!

I'm Leslie Paterson, Vice President of Global Customer Advocacy & Engagement at BMC Software.

Let me start by sharing a bit about my journey. I didn't study advocacy marketing in college - shocker, right? 

My adventure in this field kicked off back in the '90s when we called it "referencing", and honestly, I only got into advocacy because I didn't get the CSM job I originally wanted. Funny how things work out, isn't it?

It's been quite the ride, and I've learned a ton along the way, so today, I want to share what I've learned about getting - and keeping - a seat at the leadership table. 

Because let's face it, it's one thing to present to your executive leadership team once, but it's a whole other ballgame to be invited back again and again.

So, let's dive in!

Positioning customer marketing for success

First things first, where does your customer marketing team sit within your organization? 

In my experience, customer marketing teams often roll up into marketing, customer success, or sales. Each has its pros and cons. 

At one point in my career, I actually negotiated to roll up to sales, specifically the CRO. Why? Because we needed to build credibility in an environment where sales reps were resistant to us talking to their customers. 

Don't be afraid to propose a change in your reporting structure. Think about what would happen if you switched from one org to another. How would you have to approach things differently? It's a good litmus test for how comfortable you are and how many stakeholders you have in your current organization.

For example, after we started in sales at Genesys, we eventually moved over to marketing. Suddenly, we had this thing called a budget to work with, which we didn't have in sales. 

It enabled us to accelerate a lot of the things we were already trying to do in sales but just didn't have the funds for.

And then, when you’ve found what works, it’s crucial to stick to that organizational structure. If you’re constantly shifting, and constantly reorganizing, it’s incredibly challenging to build long-term relationships with your customers and advocates.

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Building confidence and credibility

Now, let's talk about something that's absolutely necessary in this role: Confidence. 

I like to say you need to pour yourself a bowl of badass in the morning, with a little poise and grace sprinkled on top to soften that badass crunch. Trust me, you'll need both!

When you're presenting to executives, confidence is key, they'll see right through any hesitation. 

I remember one time, I was presenting to the ELT, including the CEO, and they wanted to change direction, but I knew our plan was solid. So I said,

"No, I'm not switching. This is what we're doing. We're moving on. I'll show you the results later." 

Let me tell you, I was so nervous, my hands were shaking. Thank goodness it was on Zoom so no one could see! But you've got to be able to go in with that confidence because they will react to that in a very positive way. 

Just remember - confidence, not cockiness.

Knowing your stuff

To build that confidence, you need to know your stuff inside and out. Always go into executive meetings armed with customer examples and proof points. 

I will never, ever go into an executive meeting without having customer examples, customer voice, and proof points to raise. 

Why? Because while they can argue with you, they can't argue with your customer!

Crafting impactful stories

I love going into executive meetings with a story. Everyone enjoys a good story, even CEOs. 

But make sure to keep it short and impactful. 

Take more words out than you think you need to. Don't let it go on for too long. Stories are great when they're with an ending that doesn't leave everyone sitting there checking their phones.

Make it crystal clear how you're getting to the end of that story and when you'll get there.

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Overcoming challenges and leveraging support

Let's face it: this journey isn't always smooth sailing. You're going to face challenges, and that's okay. The key is how you handle them and who you turn to for support.

Embracing setbacks

Expect that you're going to fall during your run. Expect that it's probably going to hurt. Expect that you're probably going to feel like you're the only one who's fallen off that treadmill. 

But trust me, you're not. The best thing you can do is get back on and keep going.

If you believe strongly in your ability to have a seat at the executive table, do not give up on that. Just don't. Because it's never going to come to you on a silver platter. 

You've got to continue to push for it. You've got to continue to champion for yourself because guess what? Nobody else is. If you don't, then you're doing yourself a disservice.

Seeking help and coaching

Don't be afraid to ask for help. Because guess what? Most people are going to want to help you. I've had C-level execs ask for help. It's okay to ask for help from anyone.

Recently, when preparing to present to our new CEO, I got coaching from our CMO. 

Having that feedback of what he's learned and what he's observed by being a direct report to the CEO was invaluable, and I hit a home run. But that was because of that coaching and listening to someone who's done this before.

Building a network of stakeholders

Your stakeholders are your bread and butter. 

As you navigate different organizational structures, think about how you can broaden your network of stakeholders. These relationships will be crucial in championing your cause and getting things done.

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Conclusion

Getting and keeping a seat at the leadership table isn't easy, but it's absolutely worth it. 

You have a unique and valuable perspective to bring to the leadership table. Your insights into customer needs, preferences, and feedback are crucial for driving business success. So go and make your voice heard!

Remember, nobody else is going to champion for you if you don't do it yourself. So keep pushing, keep innovating, and keep demonstrating the value of customer marketing. 

Your seat at the table is waiting for you!