How Citrix Went Virtual with Executive Briefing Centers
Polly Kruse and her team at Citrix moved their program online to stay connected and consistently engage with its executive clients.
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Like many large tech firms, Citrix has invested heavily in building out an executive briefing center program with multiple locations around the globe. In this quick hit of the C-Suite Marketing Podcast, I talk to Polly Kruse, Vice President of Executive Programs at Citrix, about how she and her team moved their program online during the pandemic to stay connected and consistently engage with its executive clients.
Polly describes Citrix’s keys to success in pivoting to the virtual briefing environment in March and then expanding the program through the rest of 2020. Through a combination of sales training, tailored and relevant content, and adjusting the length of the briefings to the client’s needs, Citrix has seen an “astounding” response. Listen to hear more about how Polly and her team are scaling to meet demand.
This quick hit is an excerpt from a panel session on Innovating Executive Engagement: Next Steps for C-Suite Marketing from the ITSMA Marketing Vision 2020 conference in October 2020 with Polly, Katharyn White, Senior Vice President and Chief Marketing Officer at T-Systems, and Erin Rogers, Head of Marketing for Commercial Banking and Global Banking & Markets at HSBC Bank Canada.
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