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CXO Engagement Takes Time and Patience

Sharon Gillenwater

Today sales organizations everywhere are being told to build relationships with CXO level customers.

The problem is CXOs do not respond to the broadcast tactics typically favored by enterprise sales and marketing. A CIO for example, is highly unlikely to read a generic email that focuses on your company and its products.

CXO engagement requires patience and old-school relationship nurturing over a long period of time. Some liken it to "drip irrigation." In other words, you communicate with a CXO when you have something of value to offer, such as a new piece of thought leadership that you know is relevant to one of their business initiatives. You thoughtfully customize each communication to show that you understand their business.

The mistake that most organizations make is not making to commitment to a long-term CXO engagement program. They use our insight to craft one communication and then expect to be done. If the CXO does not respond, they give up.

What would have happened if you gave up after the first date with your spouse? Or gave up on a friend just because he did not call you back immediately? CXO engagement requires the same effort, investment, thought and persistence as any other relationship--"one and done" does not apply.

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Sharon Gillenwater
Written by Sharon Gillenwater
Sharon Gillenwater is the founder and editor-in-chief of Boardroom Insiders, which maintains an extensive database of the most in-depth executive profiles on the market, from Fortune 500 companies to independent non-profits, to help sales and marketing professionals build deeper relationships and close more deals with clients. Gillenwater is a long-time marketing consultant with expertise in marketing strategy, account-based marketing, and CXO engagement programs.
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