1. I $peak P&L
I $peak P&L
6 Tips for Marketers
to Gain Credibility in the Boardroom
Karen Dworaczyk, Marketing Executive,
1
INSIGHTOVATION@gmail.com

2. I $peak P&L
Did you
know?…
73% of CEOs
think marketers lack business credibility
because they fail to quantify the
success of their campaigns.
*Jerome Fontaine, CEO and chief tracker of Fournaise
Karen Dworaczyk, Marketing Executive,
2
INSIGHTOVATION@gmail.com

3. I $peak P&L
Did you
know?…
73% of CEOs
also think marketers fail to understand
what it means to increase their marketing ROI
and tend to comprehend the term as cost-cutting
rather than the generation of more revenue, sales,
prospects or customers.*
*Jerome Fontaine, CEO and chief tracker of Fournaise
Karen Dworaczyk, Marketing Executive,
3
INSIGHTOVATION@gmail.com

4. I $peak P&L
Did you
know?…
74% of CEOs
think marketers spend too much time
on the latest trends, arty and fluffy
stuff and can rarely demonstrate how
these trends help generate more business.*
*Jerome Fontaine, CEO and chief tracker of Fournaise
Karen Dworaczyk, Marketing Executive,
4
INSIGHTOVATION@gmail.com

5. I $peak P&L
Did you
know?…
49% of Companies
are not using a customer or marketing
measure to inform board
level decision making. *
*A Deloitte and CIM, 2010
Karen Dworaczyk, Marketing Executive,
5
INSIGHTOVATION@gmail.com

6. I $peak P&L
Finally, “Marketers are becoming
too siloed to become
well-rounded chief executives.“ *
OUCH!
*Merlin Entertainments CEO Nick Varney
Karen Dworaczyk, Marketing Executive,
6
INSIGHTOVATION@gmail.com

7. I $peak P&L
Here are 6 Tips to gain
Credibility in the Boardroom
1. $peak P&L.
2. Have a strategy & plan.
3. Presell to gain alignment upfront.
4. Create relevant reports.
5. Present real data in an interesting & compelling way.
6. Communicate success.
Karen Dworaczyk, Marketing Executive,
7
INSIGHTOVATION@gmail.com

8. I $peak P&L
WHAT
WHY
HOW?
I $peak P&L
Karen Dworaczyk, Marketing Executive,
8
INSIGHTOVATION@gmail.com

9. I $peak P&L
1. $peak P&L.
Leadership Teams &
WHY?
Boards need a solid
case to approve
resources.
The P&L HELPS tell
if your plan is
achievable .
The P&L tells you
where the business
is broken & what to
focus on to Fix It.
Karen Dworaczyk, Marketing Executive,
9
INSIGHTOVATION@gmail.com

10. I $peak P&L
1. $peak P&L.
Know your top Friend your finance
customers & how team & know
Know your ops, ID & they contribute. accounts that roll up
design engineering to each bucket.
teams. HERE’S
HOW
Know numbers &
Know cost drivers trends from the last
for production, 3 yrs & targets for
product & the next 3 yrs.
overhead.
Know annual Know your P&L.
operating plan & Be the expert. Be
your strategic plan. accountable.
Karen Dworaczyk, Marketing Executive,
10
INSIGHTOVATION@gmail.com

11. I $peak P&L
2. Have a strategy and plan.
WHY?
The Senior Leadership
Team and Board want to
see an integrated plan
that is synergistic with
theirs to achieve its goals
for return.
Karen Dworaczyk, Marketing Executive,
11
INSIGHTOVATION@gmail.com

12. I $peak P&L
2. Have a strategy and plan.
Deliver the Purpose, Know & align with target
Brand Promise, customers plans. Engage
Position & Philosophy. early and often.
Align your plan to your Know your
company’s strategic plan. competitors. Know the
HERE’S
industry trends.
HOW
Exceed the target
ROI & beat cost of Use research & insights
capital. to drive planned
innovation & success.
Have hard numbers
for the next 18 – 24 Plan to be better
months. 1. for the user,
Set 3 - 5 yr. 2. than the competition,
targets & 3. for the customer,
keep score. 4. for your company.
Karen Dworaczyk, Marketing Executive,
12
INSIGHTOVATION@gmail.com

13. I $peak P&L
3. Presell to gain alignment upfront.
WHY?
Preselling and
developing allies will
increase your
probability of success
& speed up the
approval process.
Karen Dworaczyk, Marketing Executive,
13
INSIGHTOVATION@gmail.com

14. I $peak P&L
3. Presell to gain alignment upfront.
Understand
additional data that Understand potential
Use 1:1 discussions
may be needed to roadblocks or barriers. Be
allowing questions. Ask
provide upfront. ready to address them.
for guidance.
Influencers work to HERE’S Understand who your
align others in HOW allies are. Listen &
advance. respect advice.
Presell your
Be flexible to make
plan to
suggested changes.
influencers.
Develop relationships Provide hardcopy
with influential summary in
Members. advance.
Karen Dworaczyk, Marketing Executive,
14
INSIGHTOVATION@gmail.com

15. I $peak P&L
4. Create relevant reports.
WHY? Leadership needs you
to cut to the chase;
WHAT, HOW & WHY?
What are you presenting & asking for?
How you did you come to your
recommendations?
Why should they care?
If they know upfront when
they will get reports from
you, it will avoid fire drills.
Karen Dworaczyk, Marketing Executive,
15
INSIGHTOVATION@gmail.com

16. I $peak P&L
4. Create relevant reports.
Request data in a
Provide information on a format easily analyzed Pull out
regular basis and & presentation ready. meaningful
published a schedule. insights.
Provide timely Translate insights into
information. HERE’S recommendations and
HOW innovative solutions.
Define resources
required, budgets,
timelines, ROI. Describe how
the plan wins
and is a solution.
Friend your IT &
Finance department Be clear.
& your CFO
Karen Dworaczyk, Marketing Executive,
16
INSIGHTOVATION@gmail.com

17. I $peak P&L
5. Present real data in an interesting & compelling way.
WHY? Your leadership audience will
be more attentive to your
message when it is clear &
stimulating backed by real data
& a profitable business case.
The results
will be
magical!
Karen Dworaczyk, Marketing Executive,
17
INSIGHTOVATION@gmail.com

18. I $peak P&L
5. Present real data in an interesting & compelling way.
Have examples of Engage your
before, after & audience. Don’t be a
competition. talking head…or eye
Colors & shapes guide
candy…get it?
how info is
organized. HERE’S Use physical
HOW props, videos &
Use an easy to read REMEMBER, pictures.
font size and color. NO KARAOKE
Do not use wordy Be consistent with
PowerPoint bullets. your branding, even
your clothes.
Use stimulating
graphics. Practice. Practice.
Am I right Ladies? Do a dry run.
Karen Dworaczyk, Marketing Executive,
18
INSIGHTOVATION@gmail.com

19. I $peak P&L
6. Communicate success.
Senior Leadership &
WHY? Board won’t know about
your success, unless you
tell them. They have
responsibility for
financial success and your
success is their success.
Karen Dworaczyk, Marketing Executive,
19
INSIGHTOVATION@gmail.com

20. I $peak P&L
6. Communicate success.
Use a summary to
refresh understanding.
Don’t resell it.
Remind members they Summarize research &
are aligned & have HERE’S insights since last update.
approved previously. HOW
Summarize changes from
Ask influencers to customer, industry and
underscore success prior competitive landscape.
to & during the meeting
Communicate Make recommendations,
success regularly. & requests for resources.
Karen Dworaczyk, Marketing Executive,
20
INSIGHTOVATION@gmail.com

21. I $peak P&L
Key Takeaways: Use the 6 Tips
Show you are Show you are better
1. on time. 1. for the user.
2. on budget . 2. than the competition.
3. meeting customer needs. 3. for the customer.
4. for your company.
You will gain
Credibility in the Board Room
Once you have Credibility,
you are able toget more approved and move faster.
Karen Dworaczyk, Marketing Executive,
21
INSIGHTOVATION@gmail.com

22. I $peak P&L
Do you
$peak P&L?
Learn the Language
and Gain Credibility in the Board Room
Karen Dworaczyk, Marketing Executive,
22
INSIGHTOVATION@gmail.com

23. I $peak P&L
About: Karen Dworaczyk
“Karen $peaks P&L”
Recognized as a turnaround manager, Karen is a
marketing executive who has led the led the strategic
direction of businesses, organizations, and power house
brands and products at Fortune 500 companies
transforming them from underperforming platforms to
growth portfolios. Karen has excellent credentials from
companies such as Procter & Gamble, Birds Eye Foods,
and most recently she was the Director of Product
Marketing at SentrySafe. ***
Karen Dworaczyk INSIGHTOVATION@gmail.com
Marketing Executive www.linkedin.com/in/KarenDworaczyk
INSIGHTOVATIONTM www.slideshare.net/KarenDworaczyk
585-820-7761 www.twitter.com/Insightovation
Karen Dworaczyk, Marketing Executive,
23
INSIGHTOVATION@gmail.com