Succeeding with the C-level requires sophistication far beyond traditional marketing communications, user councils, and white papers on the Web. Providing value and building relationships are clearly the starting point, but focusing on these is no guarantee of success with the incisive CXO.

Among the most interesting and potentially effective approaches are those that emphasize networks and communities that enable customers and others to talk to and learn from each other. And at the heart of any effective CXO network is a reciprocal value proposition; participants must receive as much (if not more) from the network as they give.

This briefing provides an overview of:

• ITSMA research on the importance of a relationship-building approach
• What makes participation in a CXO network attractive for the CXO
• The five key principles for building effective CXO networks or councils

The briefing also features two case study presentations from Avaya and IBM on the success of their relationship-building approaches.