Cracking the C-Suite Code: Build Influence, Elevate Your Personal Brand, and Take Your Seat at the Table | Growth Activated
February 14, 2025
Have you ever felt like you’re leading a world-class B2B marketing function, delivering real results, and yet somehow you’re still not included in key strategic decisions? Maybe you’re not invited to revenue and sales planning meetings, or your marketing strategy never makes it to the boardroom. If that sounds familiar, trust me—you’re not alone.
I’ve been there. I know the frustration of driving real impact and still being left out of critical conversations. But over the years, I’ve learned that getting that seat at the table isn’t just about doing great marketing—it’s about positioning yourself as a marketing leader who understands business strategy. So let’s dive into some key strategies that have worked for me (and many others) to help you elevate your presence with the C-suite.
Before we get into the actionable tips, let’s start with a fundamental mindset shift: we need to stop thinking like marketers and start thinking like business leaders. The C-suite doesn’t see marketing in isolation; they see business challenges and revenue opportunities. Our job is to connect the dots for them and demonstrate strong C-Suite collaboration. If you’re looking to deepen your understanding of what it takes to thrive as a marketing leader, check out my thoughts on The Future of Marketing Leadership in 2025.
If you want to be seen as a strategic partner, you need to align your marketing efforts with the company’s top business priorities. Here’s what I’ve found works best:
For a deeper dive into how to align marketing with company-wide objectives, check out Growth Activated's guide on How to Build an Annual Marketing Plan.
One of the most valuable lessons I’ve learned is to make yourself indispensable—not just in marketing, but to the business as a whole.. The best executives go beyond their job description. Instead of focusing solely on marketing, identify company-wide gaps and propose solutions.
For example, at one company, I noticed a massive gap in our data and technology strategy that impacted marketing, but also the business as a whole. By stepping up and addressing it, I became a key stakeholder in digital transformation initiatives—way beyond just marketing. This type of initiative builds personal branding and positions you as an innovative leader.
While sales and marketing alignment is crucial, we shouldn't stop there. Build relationships with finance, HR, IT, and product leadership. In my experience, understanding their goals and challenges makes all the difference for cross-departmental collaboration. One of my go-to questions: What’s keeping you up at night? This simple question builds trust and positions you as a valuable partner.
Speaking of alignment, if you’re struggling with bridging the gap between sales and marketing, I highly recommend reading our post on the 5 Pillars for Sales and Marketing Alignment.
If you’re not getting invited to the meeting, don’t wait—create the opportunity yourself. Take the initiative and show how marketing can add value. I’ve found that hosting revenue alignment sessions, setting up strategy discussions, and leading conversations makes marketing’s role in achieving business goals undeniable. Strong C-Suite collaboration starts with taking ownership of strategic conversations.
Executives love choices. When presenting a strategy, I always offer multiple paths—conservative, moderate, and aggressive growth options. This not only makes them feel part of the discussion but also allows me to guide them toward the best choice. A few other notes to keep in mind:
If a stakeholder presents a new idea that doesn’t align with your roadmap, don’t just say no. Instead, ask guiding questions:
This shifts the conversation into a strategic discussion rather than a flat-out rejection. More often than not, they may realize on their own that it’s not the right idea or the right time—so you don’t have to be the one to say no!
I always ask myself: Who does my CEO trust, and in which areas? If I need to pitch an idea, I start by getting buy-in from those key influencers. Not only are they great sounding boards, but their endorsement also makes approvals much easier.
Avoid being the person who just relays the CEO’s directives. Stand behind your own ideas and recommendations. If you believe in something, own it. This builds respect and positions you as a business leader, not just a follower.
Marketing isn’t always about wins. Be transparent about challenges and failures. Owning mistakes actually builds trust. What I’ve found helpful:
Perception matters. Confidence, how you dress, and how you carry yourself all influence how you’re perceived. In my case, upgrading my wardrobe gave me a confidence boost that changed how I showed up in meetings.
Also, stay above workplace gossip and drama. Strategic executives focus on the big picture, not office politics.
One of the best ways to elevate your credibility internally is to build recognition externally. Winning awards, speaking at events, or being featured in case studies can work wonders. Here’s what I’ve done:
When your company sees industry leaders recognizing you, they start viewing you in a new light too. Personal branding in the industry helps shape how you are perceived internally and externally.
Building your personal brand with the C-suite takes intentional effort, strategic thinking, and a commitment to continuous growth. By aligning marketing with business goals, fostering strong cross-functional relationships, and positioning yourself as a strategic leader, you’ll elevate how you’re perceived at the executive level. It’s not just about getting a seat at the table—it’s about making a meaningful impact once you’re there. Stay proactive, keep learning, and don’t be afraid to advocate for the value marketing brings to the broader business.
I built the CMO mentorship I wish I had—because too many marketing leaders are figuring it out alone. At Growth Activated, we help B2B marketers bridge the gap between execution and executive leadership, equipping you with the strategic mindset, frameworks, and hands-on guidance to drive impact at every stage of growth. From scaling multi-million-dollar organizations to leading SaaS startups, I’ve been in your shoes—and now, I’m here to help you step into the marketing leader you’re meant to be. Whether you need a strategic marketing plan, expert coaching, or team training, Growth Activated gives you the tools to lead with confidence and deliver measurable results.
