Strategic Marketers Should Sit at the Board Table

The customer is the domain of the strategic marketer, yet less than 3 per cent of the largest company boards have marketing representation. Adding a customer expert to the board would bring the customer to the fore of board discussions and augment board competency, with proven expertise in creating and evaluating growth strategies. Filling the strategic marketing vacuum at the board level is increasingly urgent, given the convergence of three factors: the seismic change in customer attitudes and behaviours, the innovation imperative, and the relentless importance of building a company’s brand. To build a better board—one that is more effective and customer-centric—the author proposes three main strategies: a) bring a new emphasis to the creation and maintenance of vibrant revenue streams; b) augment board skills with strategic marketing expertise; and c) cultivate an understanding of new “quantum” customers and their impact on generating revenue. It is time for strategic marketers to take a seat at the board table. As Peter Drucker observed, “The single purpose of business is to create and keep a customer.” In these turbulent times, boards must cultivate a sharp and unwavering focus on the customer as the foundation for strong and sustained business vitality.