“How to Effectively Market the Internal Audit Function” 2017 Dallas IIA Super Conference Greg Estes Senior Manager Audit Services, Fossil 1 About Fossil Group, Inc. 2 Fossil…Greater Together Insert video 3 Profession Shift The Auditing profession has changed! It is no longer your old transaction-based, compliance, “gotcha” auditing any more. 4 It is now strategy based, flexible, advisory auditing; focused helping the business meet their objectives Ask Yourself… 1. Do you know what your company’s key strategies and goals are for 2017 and beyond? 2. How many phone calls or requests have you received to participate in critical projects? 3. Are you finding out significant changes (software, people, process) before or after they occur? Answers to these questions impact your professional brand! 5 What Would You Rather Be? 6 Assess Yourself and Your Staff Below are the top 7 attributes that CAEs seek: 1. Integrity 2. Relationship-Building* 3. Partnering* 4. Communication* 5. Teamwork* 6. Diversity 7. Continuous Learning *Directly related to marketing yourself 7 Game Plan to Enhance Your Brand 1. Change Your Department Name 2. Design a brochure that can be distributed at key meetings 8 Game Plan Continued 3. Develop an engaging internal audit intranet site with helpful links, mission statement, articles, tips etc. 9 Game Plan Continued 4. Get Involved - If you are not already facilitating ERM, get engaged in the process so that you are aware of the company’s top risks and strategies 5. Collect documents from the CEO and his/her leadership team; including presentations to the Board 10 Game Plan Continued 6. Align audit plan to company strategies and top risks 7. Communicate progress to senior management Core values • AC meetings • Risk meetings Strategies Audit Plan 11 Top Risks Game Plan Continued 8. Market Yourself: take advantage of in-person marketing opportunities such as advisory projects 9. Be in the Know Now: Read the 10-K/Q, analyst reports, SEC docs, bank presentations (know your business and economic trends) 12 Game Plan Continued • Great audit work is visible • Successful partnerships build strong relationships • Influence through soft skills • Invest in yourself and your staff thru training (https://na.theiia.org/training/Pages/SoftSkills.aspx) • CAEs should have monthly meetings with Executive Management (CEO, CFO, COO, CIO, EVP of Strategy etc.) • What are your executives’ key objectives and barriers to meeting those objectives? 13 Game Plan Continued Auditor Influencing (Push) Leading (Pull) “Connecting the Dots” (Facilitate) 14 Game Plan Continued Identifying stakeholder opportunities (future) 15 Only pointing out what they did wrong (past) Key Takeaways 16 Questions? Greg Estes gestes@fossil.com (469) 730-7479 https://www.linkedin.com/i n/greg-estes-cia-31020ab/ 17
