How to make sure the CEO is listening

Suki Thompson
Marketing Society and Oystercatchers

Marketers need to learn to stand in the chief executive's shoes. Understanding your CEO's priorities is the first step.

Our goal in interviewing CEOs (see Tough at the Top) was simple. We wanted marketers to understand how to communicate more effectively with their chief executives and, importantly, to help those with ambition to understand what skills they need to become one.

Help define the vision and values

Three of the most important attributes today's business leaders focus on are: promotion of vision and values; communication, both internally and externally; and championing the customer in the boardroom.