how to gain c-level support shelby lemaire may 17, 2013

How to Gain C-Level Support

Shelby LeMaire

May 17, 2013

What is C-Level Support?

• C-Level is an adjective used to describe high-ranking executive titles within an organization. C, in this context, stands for Chief.

• C-Level titles include (among many other possibilities):– CEO (Chief Executive Officer)– CIO (Chief Information Officer)– CFO (Chief Financial Officer)– CSO (Chief Security Officer)

• C-Level positions are also referred to as a company’s executive team.

Source: http://searchcio.techtarget.com/definition/C-level

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This presentation was created by iRobot exclusively for the World Travel, Inc. Spring Symposium. The information herein is for educational purposes and should not be replicated or duplicated. For further information, sources, or permission, please contact Shelby LeMaire at iRobot ([email protected] or 781-430-3208).

http://searchcio.techtarget.com/definition/C-level

mailto:[email protected]

Importance of C-Level Support

• Travel Programs with C-Level support are most often successful– Facilitates program compliance– Creates a synergistic strengthening of the program (each C-level

organization is aligned)

– Defines leadership by example– Fosters opportunity for program evolution

• Travel Programs lacking C-Level support are generally the first to fail– More difficult to mandate compliance– Prohibits program growth– Obvious target for budget reduction– Employees will question program’s “usefulness”

Increases Program Effectiveness

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Gaining C-Level Support

• Demonstrate leadership qualities within your company– Think strategically and be a visionary– Willingness to take responsibility– Gain peer/employee respect– Possess qualities that makes people want to listen – Embrace change– Display confidence

• Become company’s travel industry expert– Full knowledge of the travel industry – Recognized by your peers as a reliable source of information– Stay on top of the latest trends and what is creating those trends

• Be visible– Various types of communication

Knowledge is Power

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How to Prepare for C-Level Presentations

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New Travel Program Preparation: Phase 1

• Understand company mission, culture, and power structure– Develop rational programs to synergize with your company’s

mission and success parameters• Net effective savings with improved service quality• Improvements to traveler security and safety• Enhanced supplier relationships with improved response• Reduced liability/risk at all levels• Employee (traveler) satisfaction

• Clearly define program objectives and benefits– Must be quantifiable and align with your company’s stated

goals/mission– Greater efficiencies are obtained when the program integrates

with and/or strengthens existing company program structures– Program should allow for standardization of its component

practices and proceduresLook Beyond the Travel Department

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• Program conceptualization and development must be driven by C-Level concerns and desires – Financial

• Upfront costs (capital investment)• Operating expenses• Revenue• Efficiencies• Shareholders

– Employee • Satisfaction/morale• Acceptance/compliance • Federal/state/local law compliance (e.g. duty of care)

– Program • Supplier performance (SLA’s)• Terms and conditions of supplier engagement (term for convenience,

minimum commitments, etc.)• Technology

Show the “WOW” Factor

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New Travel Program Preparation: Phase 2(continued)

• C-Level concerns and desires are used to shape the building blocks of a program

• Complete the shaping of these building blocks to ensure the final program structure will function efficiently and effectively within the travel industry

• Your program should contain building blocks for:– Employee communication and training– Timeline and implementation plans– Internal resource utilization

• The final program must successfully address C-Level concerns AND address concerns they may not be aware of

Remember – The Untrained Eye is Blind

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• Be Company’s Subject Matter Expert– Research/benchmark/white papers/case studies/networking– Reach out to internal resources– Be prepared to answer questions especially about “how much

this will cost” versus “what the expected cost savings might be”

• Address C-Level concerns and desires– Keep development cost projections in line – Show how it will enhance employee performance/morale– Define how the program will strengthen your company

• Approach C-Levels with a plan not just an idea– Factual, concise and well-organized presentation – Be respectful of the their time (no more than 5 -10 slides)

– Show the expected result - do not count on a leap of faith

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As a Corporate Travel Manager it is important that you secure C-level support for such an important program

Case Study

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Strategic Meeting Management Program (SMMP)

• Facts– Most companies do not adequately measure event and meeting

spend – Studies show that approximately 25%+ of total travel spend is

for meetings or events

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Strategic Meeting Management Program (SMMP)

• What is a SMMP?– SMMP is a program composed of policies and procedures,

strategic sourcing protocols, company approvals, and the establishment of standardized processes

• Benefits of a SMMP– Improves efficiency and fosters tactical thinking– Lowers costs while simultaneously enhancing and ensuring

quality– Helps create a companywide environment and work practice

that will enable your company to reduce risk at all levels

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SMMP – Preparation

• Becoming subject matter expert– Study all available information on the subject

• White papers, industry Internet sites and journals, case studies, industry benchmarking, etc…

– Consult with industry resources (travel agency, hotels, other travel managers, etc…)

• C-Level concerns and desires for a SMMP– Strive for greater meeting effectiveness– Improve service quality – Increase cost savings and efficiencies– Enhance employee satisfaction– Reduce company and employee risk

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SMMP – Preparation (continued)

Categorized concerns and then address each…

• Financial– Focus on savings and cost avoidance to demonstrate ROI

• Approximate current meeting spend• Estimate potential savings/cost avoidance (derived from

industry case studies/benchmarking/previous )• Outline how you will achieve and monitor savings

– Eliminate contract risk– Share best practices for cost savings and quality experiences – Develop a well thought out comprehensive RFP process– Provide all relevant meeting reporting

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• Employee– Identify key stakeholders to assist in program support

• C-Level champion for your program (helps influence others)– Enhance attendee quality of experience

• Quality standards amongst suppliers• Helps ensure meeting objectives are accomplished

– Compliance• Training/tracking

– Present to internal stakeholders for feedback and “acceptance” prior to presenting to C-Level (i.e. executive admin staff)

– Feedback for improvements

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• Program– Develop a well-constructed policy to control costs, promote

preferred suppliers/venues and mitigate risks– Program training and communications which increases cost

consciousness and program effectiveness– Realistic implementation plan and timeline– Demonstrate a method to ensure program compliance and

specify how noncompliance will be managed– Ensure continuous process improvement– Define corporate social responsibilities

• Impact on environment (activities)• Community impact

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Summary

• How to Gain C-Level Support– Gain their respect…. through proven performance– Understand and incorporate company culture– Identify all key C-Level executives to assist in program support– Be prepared….know your subject– Set clear objectives/goals/plans– Address C-Level concerns/desires– Be concise and present facts…hook them at the first slide

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Final Thoughts

• Our first responsibility is to our employees– Employee safety and well-being is at the forefront of our

programs, policies, thoughts and concerns• Every program we develop impacts our travelers

– Impact should be a positive one• Employee feedback is important to address

– Feedback should be taken seriously• Be open to suggestions and ideas for change and improvement• Opinions influence others

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how to gain c-level support shelby lemaire may 17, 2013

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