4 Tips for Building Relationships With CEOs and Boards
This blog shares practical strategies for connecting with executive leadership, drawing on expertise from seasoned professionals in the field. The article outlines four essential approaches to effectively communicate with CEOs and board members, focusing on feedback loops, revenue impact, measurable outcomes, and personalized communication. These insights provide valuable guidance for professionals looking to strengthen their influence and build meaningful relationships with top decision-makers.
Build a Feedback Loop With Clear Outcomes
As founder and CEO of OhhMyBrand, I view the CMO-CEO relationship not as hierarchical but as a continuous feedback loop. Strategy flows in both directions, marketing insights sharpen the business vision while business objectives ground creative initiatives.
I've found that clarity is the foundation of trust. When presenting a campaign pitch or quarterly report, I focus on outcomes and eliminate unnecessary fluff. What actually moved the needle? What didn't work? What's our next step? No industry jargon or vanity metrics, just honest numbers, meaningful insights, and clear action plans.
My go-to communication tip is narrative framing. Instead of simply presenting data, I tell the story behind it. Why did we see that engagement spike? What emotional response did we trigger in our audience? What lessons can we apply going forward? When you connect metrics to meaning, board members stop merely scanning reports and start genuinely engaging with your content.
Ultimately, effective reporting isn't about impressing others; it's about creating alignment. And that alignment is what transforms good ideas into exceptional execution.
Lead With Bottom-Line Revenue Impact
I focus on full transparency and direct alignment with revenue goals. My best communication tip: always lead with the "so what." Instead of saying "site visits are up," I say "the new campaign brought in 15% more enrollments from high-value learners." For Comligo, showing how each tactic supports the bottom line builds trust and keeps the board focused on outcomes, not vanity metrics.
Translate Marketing Into Measurable Patient Outcomes
A productive relationship with leadership has been built by tying every marketing initiative back to measurable patient outcomes rather than abstract metrics. Instead of reporting on impressions or engagement alone, we translate campaigns into data the board values, such as the number of new patient memberships or the retention rate among families who first engaged with our educational content. That alignment reframes marketing from a cost center into a growth driver for the Direct Primary Care model.
The most effective communication tip is to present information in layers. A concise summary with two or three key outcomes comes first, followed by supporting data for those who want to go deeper. This approach respects the time of the CEO and board while still providing transparency. It also signals that marketing is not operating in isolation but is tightly integrated with the mission to expand access and reduce healthcare costs for members.
Make Business Communication Personal Not Corporate
I don't have a "CEO or board of directors." The way I run my business is a lot simpler. The closest thing I have is a relationship with my family. My "CMO" is just me. The way I approach building a relationship with my family about the business is a simple, hands-on one: I'm completely honest with them.
The one communication tip I would offer is to make it a personal conversation, not a report. I don't give my family a bunch of numbers and charts. I sit with them on a Sunday night and I talk to them about the business. I tell them about a good week we had, or a tough one. I show them what the money is being used for, whether it's a new truck or a new piece of equipment. I make them a part of the process.
This simple act of communicating with my family about the business has had a huge impact. They are a lot more understanding and supportive. They know that my work is a lot more than a paycheck. The "relationship building" is a simple, human one. It's a lot more effective than any formal reporting could ever be.
My advice to any business owner is to stop looking for a corporate "solution" to your problems. The best way to "build a relationship" is to be a person who is honest and transparent. The best communication you can have is a simple, human one. The best way to build a great business is to be a person who is on top of his family life.
