CMO · Playbook · Advanced · Saves 65+ hours
Executive Visibility Program
A playbook for building executive visibility through media, speaking, and content.
What's included
- Visibility Strategy
- Executive positioning
- Topic ownership
- Channel selection
- Success metrics
- Media Visibility
- Interview pursuit strategy
- Byline development
- Expert commentary
- Podcast appearances
- Speaking Visibility
- Conference strategy
- Speaking topic development
- Abstract writing
- Presentation support
- Digital Visibility
- LinkedIn strategy
- Twitter/X approach
- Blog/newsletter
- Support System
- Ghostwriting process
- Research support
- Calendar management
Best used when
- Building executive brand alongside company brand
- Competing for industry influence
- Supporting sales with executive credibility
- Preparing for major fundraising or exit
Why this is Gold
Executive visibility requires sustained effort that often falls apart. This playbook creates the system for consistent execution.
The template
The Template
EXECUTIVE POSITIONING STRATEGY
Positioning Worksheet
EXECUTIVE VISIBILITY POSITIONING
EXECUTIVE: _________________ TITLE: _________________
PERSONAL BRAND ELEMENTS:
• Professional identity: _______________
• Unique perspective: _______________
• Credibility source: _______________
• Personality traits: _______________
TOPIC OWNERSHIP:
Primary topic: _________________ (This is YOUR topic)
Secondary topics: _________________
Topics to avoid: _________________
DIFFERENTIATION:
What makes this executive's POV unique: _________________
Why people should listen to them: _________________
What they can say that competitors can't: _________________
TARGET AUDIENCES:
1. _________________ (Goal: _________________)
2. _________________ (Goal: _________________)
3. _________________ (Goal: _________________)
SUCCESS METRICS:
• Speaking invitations received: _____/quarter
• Media mentions: _____/month
• LinkedIn engagement: _____% growth
• Industry recognition: _____
CHANNEL STRATEGY MATRIX
| Channel | Investment | Frequency | Content Type | Goal |
|---|---|---|---|---|
| High | 3-5x/week | POV, insights, engagement | Reach, authority | |
| Twitter/X | Medium | Daily | Quick takes, industry commentary | Real-time relevance |
| Speaking | High | 2-4x/quarter | Keynotes, panels | Authority, reach |
| Podcast Guest | Medium | 1-2x/month | Deep dives, stories | Relationship, depth |
| Bylines | Medium | Monthly | Long-form thought leadership | Authority, SEO |
| Media Interviews | As opportunity | Variable | Expert commentary | Credibility |
MEDIA VISIBILITY PLAYBOOK
Interview Pursuit Strategy
| Type | Target Publications | Approach |
|---|---|---|
| Trend Commentary | Industry trades, business press | Pitch timely POV on breaking news |
| Feature Profile | Business/tech publications | Pitch unique story angle |
| Expert Source | All relevant outlets | Build relationships, be available |
| Podcast Guest | Industry podcasts | Pitch specific episode topics |
Byline Development Process
BYLINE DEVELOPMENT WORKFLOW
Step 1: Topic Selection
☐ Aligned with topic ownership
☐ Timely/relevant hook
☐ Strong POV
☐ Right for target publication
Step 2: Publication Research
☐ Recent coverage in this topic
☐ Editorial guidelines
☐ Contact information
☐ Lead time requirements
Step 3: Pitch Development
☐ Subject line: [BYLINE PITCH] Topic - Exec Name
☐ Opening hook
☐ Article summary (3-4 sentences)
☐ Why now/why this publication
☐ Bio and credentials
Step 4: Writing
☐ Outline approval
☐ First draft (ghostwriter or exec)
☐ Executive review and voice check
☐ Final editing
Step 5: Submission & Follow-up
☐ Submit per guidelines
☐ Follow up in 5-7 days
☐ Handle revision requests
☐ Amplify when published
Podcasts Pursuit Tracker
| Podcast | Host | Audience Size | Topics | Status | Follow-up Date |
|---|---|---|---|---|---|
| [Name] | [Name] | [Size] | [Topics] | ☐ Pitched ☐ Booked ☐ Recorded ☐ Published | [Date] |
SPEAKING VISIBILITY PROGRAM
Conference Strategy
ANNUAL SPEAKING GOALS
Target: _____ keynotes, _____ panels, _____ workshops
TIER 1 EVENTS (Must-attend):
1. [Event name] - [Date] - CFP deadline: [Date]
2. [Event name] - [Date] - CFP deadline: [Date]
3. [Event name] - [Date] - CFP deadline: [Date]
TIER 2 EVENTS (Strong ROI):
1. [Event name] - [Date] - CFP deadline: [Date]
2. [Event name] - [Date] - CFP deadline: [Date]
TIER 3 EVENTS (Opportunistic):
[Industry meetups, webinars, local events]
SPEAKING TOPICS TO PITCH:
1. [Topic]: [One-sentence hook]
2. [Topic]: [One-sentence hook]
3. [Topic]: [One-sentence hook]
Abstract Writing Template
SPEAKING ABSTRACT TEMPLATE
TITLE: [Action verb] + [Outcome] - [Specific, intriguing angle]
DESCRIPTION (100-150 words):
[Opening hook - question or bold statement]
[What attendees will learn - 3 specific takeaways]
[Why this matters now - timeliness/relevance]
[Speaker credibility - why they're qualified]
KEY TAKEAWAYS:
• [Specific, actionable insight 1]
• [Specific, actionable insight 2]
• [Specific, actionable insight 3]
IDEAL AUDIENCE: [Role/level of attendee]
FORMAT: ☐ Keynote ☐ Breakout ☐ Panel ☐ Workshop
LENGTH: ☐ 15 min ☐ 30 min ☐ 45 min ☐ 60 min
LINKEDIN STRATEGY
Content Calendar
| Day | Content Type | Example |
|---|---|---|
| Monday | Industry insight | "Three things I learned about [topic] last week..." |
| Tuesday | POV/opinion | "Unpopular opinion: [contrarian take]..." |
| Wednesday | Tactical value | "Here's exactly how we [achieved X]..." |
| Thursday | Engagement | Comment on others' posts, ask questions |
| Friday | Personal/culture | Behind-the-scenes, team recognition |
Post Formulas That Work
THE HOOK-STORY-LESSON FORMAT:
Line 1: Bold statement or question (Hook)
Line 2: [Line break]
Lines 3-8: The story/context (Story)
Line 9: [Line break]
Lines 10-12: The takeaway (Lesson)
Line 13: Call to engage
THE LIST FORMAT:
[X] things I learned about [topic]:
1. [Insight] - [Brief explanation]
2. [Insight] - [Brief explanation]
3. [Insight] - [Brief explanation]
...
What would you add?
THE CONTRARIAN FORMAT:
Everyone says [common belief].
I disagree.
Here's why: [Reasoning]
[Supporting evidence]
What do you think?
Engagement Strategy
| Activity | Frequency | Time Investment |
|---|---|---|
| Post original content | 3-5x/week | 2 hrs/week |
| Comment on others' posts | Daily | 15 min/day |
| Reply to comments on your posts | Same day | 30 min/day |
| Direct message networking | 3-5x/week | 15 min/day |
| Share curated content | 1-2x/week | 30 min/week |
SUPPORT SYSTEM
Ghostwriting Process
GHOSTWRITING WORKFLOW
INTAKE (Monthly):
☐ 30-min call with executive
☐ Record for reference
☐ Discuss topics, POVs, stories
☐ Gather any relevant materials
DRAFTING:
☐ Draft in executive's voice
☐ Include specific examples/data
☐ Keep to agreed style guide
☐ Submit for review within 48hrs
REVIEW:
☐ Executive reviews/edits
☐ One revision round maximum
☐ Final approval within 24hrs
PUBLISHING:
☐ Post at optimal time
☐ Executive responds to early comments
☐ Track performance
Executive Support Checklist
MONTHLY VISIBILITY SUPPORT
RESEARCH:
☐ Industry news briefing
☐ Competitor activity summary
☐ Trending topic opportunities
☐ Speaking opportunity list
CONTENT:
☐ X LinkedIn posts drafted
☐ X byline topics pitched
☐ Speaker abstracts updated
☐ Bio/headshots current
COORDINATION:
☐ Calendar review for visibility activities
☐ Travel coordination for events
☐ Media opportunity pipeline review
☐ Relationship status updates
MEASUREMENT:
☐ Monthly metrics report
☐ SOV vs. competitors
☐ Content performance analysis
☐ Opportunities generated
MEASUREMENT DASHBOARD
| Metric | Target | Q1 | Q2 | Q3 | Q4 |
|---|---|---|---|---|---|
| LinkedIn followers | +X% | ||||
| LinkedIn engagement rate | X% | ||||
| Speaking engagements | X | ||||
| Bylines published | X | ||||
| Podcast appearances | X | ||||
| Media mentions | X | ||||
| Share of voice vs. competitors | X% |
Frequently asked questions
What is the Executive Visibility Program?
A playbook for building executive visibility through media, speaking, and content.
Who is the Executive Visibility Program for?
It is built for CMOs and their teams working on PR & Communications. The AI coach adapts it to your company, stage, and goals.
How long does the Executive Visibility Program take to use?
It saves roughly 65+ hours versus building from scratch. Our AI coach can tailor the playbook to your situation in minutes, then hand you a step-by-step plan.
Is the Executive Visibility Program free?
Yes. You can read the full playbook and start getting coached through it for free. Sign in to save your tailored version and track your next steps.
How does the AI coach help with the Executive Visibility Program?
The coach teaches you the framework, asks a few questions about your business, tailors the playbook to you, and gives you measurable next steps to execute.