Marketers have a strong impact on boards. Many aren’t chosen because it isn’t commonly realized how they can help. Bringing diversity to boards will also help increase effectiveness. Marketers need to be part of boards because they help the companies to stay close to their consumers, as marketers are constantly listening to the consumers. They also help with transformation which is required.
- Few marketers are invited to join corporate boards.
- People who live and breathe consumer insight and understanding are marketing people.
- Companies need to transform but this requires a deep understanding of the consumer, competitors, and the external landscape. Marketers have great knowledge in this space and can be crucial in assisting in this transformation.
“Transformation requires a deep understanding of the consumer, competitors, and the external landscape – marketers have unique knowledge in this space and can be important stewards in thinking through significant transformation.”