How to pitch new performance management software to your CMO

Performance management software is unlikely to be your Chief Marketing Officer’s (CMO’s) top priority. And they know all the tricks of influencing; after all they write pitches for a living. But when you do convince them to support your proposal, you'll get a valuable ally. So make sure you give your best pitch for new performance management software to your CMO.

They're interested in business benefits, but have a stronger external driver than some other members of the executive team. They need to know how this benefits employees. Yet, their focus is understanding the knock-on effects for clients and public relations (PR). So share with them:

• The strengths of introducing better performance management
• Weaknesses of your current performance management approach
• The internal opportunities of effective performance management
• How to manage threats with support from your new CMO advocate

Your pitch to the CMO: External benefits of new performance management software

Your CMO always has one eye on the external market - your competitors and your clients. So they need to recognise the benefits of performance management from an external perspective. Start with a quick summary.

What performance management software is

It's a way for managers and employees to align objectives, track performance and provide regular two-way feedback. It supports employee development and engagement, which leads to better business performance. But how does that help your marketing?

Pitching the public relations (PR) benefits of new software to the CMO

External perceptions are key to your CMO. They’re constantly trying to understand customers’ needs and competitors’ strategies. So sell them on the PR benefits of introducing a new system.

• Better customer support: weekly check-ins drive two-way communication where employees provide progress updates and can easily raise issues. And their manager gives proactive support to remove blockers. So employees become open to feedback from clients and start looking for creative solutions to their problems.
• Culture of recognition: regular reviews support timely feedback. So employees align their Objectives and Key Results (OKRs) with business priorities and everyone pulls together to achieve business goals. Then, you celebrate success, at all levels, as it happens. And you can pitch to the CMO how new software helps the PR write itself.
• Improved employee advocacy: People who feel more connected at work perform better. And focusing on employee development helps people and engagement grow. So employees shout about where they work and promote a culture where they’re valued.
• Stronger employer branding: Better communication, greater recognition, improved innovation and productivity. All impacts of effective performance management you want to be known for.

Weaknesses of your current performance management approach

Businesses everywhere are competing to attract the best talent. And that means having a great marketing message to draw them in and keep them. But your current once or twice-a-year annual appraisal won't achieve that. Instead, it creates:

Lack of alignment

It’s a set-and-forget approach to objectives. There’s no clear link between business and employee goals. So employees don’t understand how their contribution impacts business performance. And quality and productivity drops leading to an influx of poor customer reviews.

Lower performance

The current process delays feedback. There’s too much focus on what has or hasn’t been achieved. And you rake over old issues when it’s too late to take action. So pitch new software to your CMO that helps avoid long gaps between action and response. And prevent bad news stories when you fail to hit your numbers.

Limited employee development

There's no time to talk career progression or personal development. So employee needs aren’t met. And you miss opportunities to progress good people. Instead, you create a group of quiet quitters just waiting to see what your competitors have to offer.

Pitching internal opportunities of new software to your CMO

CMOs are busy people, and so are their teams. So sell them on the benefits of adopting a new process and how it will make life easier.

• Aligned objectives: no more fighting with Sales or Operations over who takes priority. Instead, shift your focus from input to impact. And create an environment of collaboration, where cross-functional teams pull together to achieve business goals.
• Less admin: Pull through past comments at the click of a button. Have all your updates held in one place. Using a system like Weekly10 reduces the admin burden for completing reviews up to 90%, making it easier to focus on what’s really important – the conversation.
• Simple reports: easy-to-use reports highlight gaps in completion, so you can be proactive with your teams. And spot issues before they grow. Check your managers are doing what they need to and provide support and guidance where they aren't.

Using the support of your CMO

Now you've successfully pitched new performance management software to your CMO, they're your strongest ally. Encourage them to use their influencing skills to convince other Board members who are a bit less sure. They recognise the benefits a new approach to performance management offers, so use their sway to support your cause.

Losing old-style annual reviews and introducing weekly check-ins has proven links to employee engagement. Yet despite the supporting arguments, some members of the executive will be resistant to change. Having your CMO in your corner is key.

Share a few statistics with them on why Weekly10 is the best choice for your business using the latest G2 software comparison report. Then let them help pitch for you.

See who Weekly10 supports progressive companies to succeed. Get our latest G2 Performance Management Software report here