“How to Effectively Market the Internal Audit Function”
2017 Dallas IIA Super Conference
Greg Estes
Senior Manager Audit Services, Fossil
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About Fossil Group, Inc.
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Fossil…Greater Together
Insert video
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Profession Shift
The Auditing profession has changed!
It is no longer your old
transaction-based,
compliance, “gotcha”
auditing any more.
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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!
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What Would You Rather Be?
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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
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Game Plan to Enhance Your Brand
1. Change Your
Department Name
2. Design a brochure
that can be
distributed at key
meetings
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Game Plan Continued
3. Develop an engaging
internal audit intranet
site with helpful links,
mission statement,
articles, tips etc.
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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
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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
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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)
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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?
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Game Plan Continued
Auditor
Influencing (Push)
Leading (Pull)
“Connecting the Dots”
(Facilitate)
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Game Plan Continued
Identifying stakeholder
opportunities (future)
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Only pointing out what
they did wrong (past)
Key Takeaways
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Questions?
Greg Estes
[email protected]
(469) 730-7479
https://www.linkedin.com/i
n/greg-estes-cia-31020ab/
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