There's one thing I really need to get off my chest:
Peter Yared, the CIO/CTO of CBS Interactive, has penned a thoughtful three-part series for the Wall Street Journal's CIO Journal on how to sell to enterprise IT departments. He opens it by writing the following:
A new McKinsey Survey shows that C-level executives are becoming more actively engaged in shaping and driving their companies' digital strategies.
Topics: Enterprise Sales, Executive engagement, CEO, CEO Biographies, Executive Biographies, Executive Profiles, Fortune 500 Executives, Executive Leadership, Chief Digital Officer, Executive summary, CEO Profiles, Head of Digital, C-Suite
San Francisco-based Boardroom Insiders is announcing the launch of its new online subscription service at www.boardroominsiders.com. Subscriptions give users access to in-depth information on hundreds of CEOs, CMOs, CIOs and CFOs from Fortune 1000 companies and beyond.
Boardroom Insiders executive profiles include far more than you would find in a typical corporate biography, according to company founder Sharon Gillenwater.
"It's easy enough to find out where someone went to school or what his career path has been," says Gillenwater. "But how do you get more insight into the person–what was his childhood like? What are his hobbies? Personality quirks? Leadership style? Who are his influencers? What are his current business challenges? This is the type of information that we are interested in."
Boardroom Insiders supports companies' increased focus on key account strategy and executive engagement. "More than ever, companies are looking to deepen relationships with the customers they already have," says Gillenwater. "So they need to understand the individual players, their backgrounds, their current initiatives and challenges, and what makes them tick."
Gillenwater says she founded Boardroom Insiders because there was no other resource with this level of information and analysis on individual executives. "So I decided to build it myself," she says, describing Boardroom Insiders as "like a mashup of Hoovers, LinkedIn and A&E Biography."
Gillenwater piloted Boardroom Insiders for two years with companies such as Sun Microsystems and Cisco Systems before launching the subscription database in late 2008. Subscribers have access to all of the profiles in the database as well as a relationship mapping tool that shows points of connection between executives. Subscribers can also request that additional profiles be added to the database as needed.
Clients use Boardroom Insiders data to drive key account sales strategies, prepare for face-to-face meetings and events, and to trigger executive-to-executive outreach. "A client who is active in Junior Achievement noticed that one of his prospects–who we had identified as an avid golfer–had just joined the JA Board," says Gillenwater. "He sent him a congratulatory note and suggested that they co-chair a charity golf tournament to raise funds for the organization. The introduction had a lot more impact because it tapped into two things that the executive cared about. That's the power of knowing what's relevant."
Gillenwater is hosting a free webinar on February 5, 2009 entitled, "Winning Executive Buy In Within Your Organization: The Art of the Internal Pitch." For more information or to register, visit www.boardroominsiders.com.