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The Cost of Doing Nothing - Selling to the C-Suite

Posted on 10.19.2010


The Cost of Doing Nothing

What is the C-Suite? CEO, CFO, Board of Directors who are not actively involved in day to day marketing decisions. Why is it important that they are? It's not. But they need to understand them so their organizations can be effective in an economy where contnent and communication is constantly changing.

David Dalka is a digital business strategist and consultant will be headlining a session titled "Selling Search to the C Suite" today at Search Engine Strategies.

What exactly does that mean? According to Dalka, "C-level executives not attending these conferences are not understanding the tactics because they do not understand they can not tie it bakck to their business straretgy. THere is a fundamental gap between tactics and business strategy of the organization out of alignment. Organizations have trouble creating the right budgets, work structures, job specifications, customer alignment, ala Peter Drucker - "aligning yourself to the customer".

Laura Lippa will probably talk about integrating search into the organizationa charts (the various ones they tried). 

Dalka will take the stance that to sell search to the CEO (C-suite) to convey that search and other emerging forms of emerging media impact revenue. How do you do that - tell them stories and other examples. Understanding that major changes in process in our society have taken decades not days. In the world of search marketing, change can often seem like it takes that long. Because all of the changes in communication are incremental, people are in most cases are unaware they are occuring and do not understand their cumulative effects.

How do you make them aware? Tell them stories. What kind of stories? Dalka will talk about a 153-year old company that failed to migrate to the new media landscape and compare and contrast it to another store that was opening up at the same time in the same region. Those stories, told property help bridge the gap between tactis and business strategies that there is a cost to doing nothing. Once you have that established they will need a new breed of advisor that understands the tactics and the micro-economic and revenue impacts so that their business can be aligned with the customer to improve revenue.

Dalka wants the businesses that feel the pain who are most open to accepting this magnitude of change. Most are chasing the wrong people - the low hanging fruit.

Gap Between Legacy Processess and what people need to do.

Search affects how you manage your business


Digital business strategy expert and speaker -

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