In the words of a long-time CMO:
“Relationships are built over years, not unsolicited emails. Even if you’re lucky (and smart and talented) enough to get on the CMO’s radar for, say, a capabilities presentation, he or she may not have reason to hire you for months or years. In that case, stay in touch. Look to add value (white papers or data snippets are a good way to do this). Keep tabs on the prospect’s business, competitors and industry. Above all, be respectful, professional & human, and be part of a team that does consistently great work.”
We’re in a business that’s built on trust that isn’t earned overnight. While you may experience a quick win now and then, research and experience clearly shows that predictable new business success should be measured in months and years. It requires a long-sighted and sustained perspective and effort.
And while you can no doubt take steps to accelerate trust building, keep in mind that the relationship evolves primarily on their timeline and not yours. So be careful (and smart). If you rush trust building, you risk breaking it.
If you’d like help establishing realistic expectations, drop us a note.
