coming in the doc door: power and influence - kathleen pierce

Coming in the Doc Door:An Unusual Route to Power and InfluenceKathleen PierceDirector, Commercial Content OperationsIllumina

1995

2000

20052010

2015

Tech Writing

Marketing Content

Localization

CMS and DITA

Instructional Design

UI Design

Quality Systems

Global Business Performance

Data Mining

Commercial Content Management

Usability Testing

Sales EnablementSupply Chain

Customer Experience

Become Known

Executives do four things

Increase revenue

Decrease cost

Manage risk

Drive corporate

goals

Key Insight

Use Writing to Get in the Door

ISO Certification

Printing Costs and Supply Chain

M&A Integration

Writers NetworksEnterprise Metadata and Taxonomy

(Master Data Management)

Quality Program

Globalization and Localization

After you’re in, talk like an executive, not like a writer

Form Coalitions

Not This

Not in executive language

Only about one function

No monetary impact

No clear request

But ThisProblem StatementCost to CompanyOpportunityStakeholdersWhy Now?ProposalResource RequestSuccess Metrics

Customer Solutions

Product MarketingQuality/Regulatory

Technical Writing

Use standard corporate processes

Solve Their Problems, Not Yours

Familiar format

Specific request

Clear, relevant benefits

Pitch and Manage Projects

After the Conference

Cool Software!

Don’t Talk About Your Function

If you talk like a writer, you will not get corporate funding.

Not interesting to executives

No financial analysis

No clear request

Money is the language of business. Speak it.

Show How This Can Help Them

Sponsor• Can say yes• Get their

commitment

Influencers• Can’t say yes,

but can say no• Get their

support

Demonstrate Influence

Users• No decision-

making power• Get their

enthusiasm

A-Team• Drive success• Get their

expertise

Remember to report results!

Be a Problem-Solver

Speak the language of executivesUse writing to get in the doorThink beyond your own functionForm coalitionsKnow your financials

…for Executives

Thank You!

Connect with me on LinkedIn, or email kpierce@illumina.com.

Q&A