The Marketing Share
Running a marketing department requires expertise in many domains, from branding, media and positioning to demand generation, sales enablement, and much more. As a business leader or a new department head, you may be an expert in one or more marketing areas but usually not all of them. The Marketing Share aims to close this gap.
Co-hosts Barb VanSomeren and Alec Cheung are experienced marketing leaders who have been down the path of learning on the fly while managing a marketing team. They interview domain experts and ask the right questions so business leaders can learn what they need to know to run marketing.
The Marketing Share
How CMOs Should Present Marketing Results to the Board
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CMOs spend a lot of time talking about marketing performance, but what happens when it’s time to present those results to the board?
In this episode of The Marketing Share, Alec Cheung and Barb VanSomeren talk with Casey Carey about what CMOs need to keep in mind before they walk into a board meeting.
Casey shares the lessons, the mistakes, and his best approach to presenting marketing results and forecasts to the board successfully.
And he doesn't gatekeep! He also walks through his four-box framework for presenting marketing performance, his six rules for building a board presentation, and why every marketing story should have a clear line of sight to revenue and growth.
If you're a CMO or marketing leader preparing for your next board meeting, there is a lot to take away from this one.
TIMESTAMPS
00:00 Intro: board presentations can determine the course of your career
03:00 The biggest mistake CMOs make when presenting to the board
08:30 Understanding your board: financial leaders, operators, and marketers
09:30 Casey’s four box framework for presenting marketing results
14:10 Turning marketing initiatives into a strategic story
15:50 Casey’s six rules for presenting to the board
18:20 How to prepare for a board meeting without making it a quarterly fire drill
21:30 Presenting bad news, attribution, and building credibility with the board
29:30 What boards actually care about: bookings, ARR, and free cash flow
30:55 Which marketing metrics belong in the board conversation?
33:15 Managing aggressive growth expectations with realistic marketing investment
41:00 How AI is changing marketing teams and their economics
43:30 Casey’s advice for marketers: learning, earning, and giving
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Connect with Casey Carey:
👉LinkedIn - https://www.linkedin.com/in/directmarketing/
👉 Email: CCAREY@TCPsoftware.com
Connect with the hosts:
👉 Barb VanSomeren: https://www.linkedin.com/in/barbvansomeren/
👉 Alec Cheung: https://www.linkedin.com/in/aleccheung/
Connect with the Podcast Manager
👉 Cinthya Zeledón: https://www.linkedin.com/in/cinthyazeledon/
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Want to be a guest on The Marketing Share Podcast? Send us your bio and proposed interview topic to marketingsharepodcast@gmail.com, and our Podcast Manager will get back to you.