Engaging boards on the future of marketing
At many companies, the whole organization is becoming more responsible for customer engagement. A few are extending this thinking to the boardroom.
- February 2013
- Jean-Baptiste Coumau, Ben Fletcher, and Tom French
Authors
As trends such as social media, the mobile Web, and proliferating data streams rapidly redefine what it means to be on the cutting edge of marketing, the organization as a whole is becoming more responsible for customer engagement. In previous articles, we’ve described how an organization-wide commitment helps companies ensure access to the steady diet of wide-ranging inputs they need to stay ahead of the curve. Some companies are extending this thinking to the boardroom. While it’s still early days, and the dynamics will of course differ by industry and company, a closer look at what a handful of organizations are doing provides food for thought about the benefits of having boards engage with the fast-paced evolution of marketing.
Bringing the board into marketing
When a new CEO took the directors on a tour to visit innovators and peer companies in the United States and (later) Europe, one Asian technology-services company began to discover the value a board can bring to marketing. The CEO’s intent was to instill among board members a shared sense of the need for fundamental changes in the company’s growth goals and to build enthusiasm for a major efficiency drive.
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