I often get asked career-related questions from aspiring C-level marketers. To generate insight on some of the popular questions, I decided to collect insight from a variety of marketing executives. Below is Part Nine in the series.
What is One Tip on how executives can Lead the Board?
Brooke Budke, Vice President of Marketing of TITLE Boxing Club
It’s all about results! No matter what backstory you can tell or picture you can paint, it’s always about the data. Spend more time with the facts, know your numbers and be prepared. Also, take the blame for errors, and give credit to your team when good things happen.
Kathy Collins, Chief Marketing Officer of Massage Envy
Again, be prepared. Boards are loaded with very smart people with deep experience. It is their job to look out for the future of the brand and business, to be skeptical, and to challenge the day-to-day thinking. Prove you’ve done your homework and no matter what, don’t lose your passion!
Amy Halford, Global Chief Marketing Officer of Self Esteem Brands
Be prepared, be objective, be confident.
Eric Keshin, President and Chief Marketing Officer of Great Harvest Bread Company
Be brutally honest. Don’t do your song and dance to tip toe around issues. They’re sitting there with a B.S. meter going off. If you don’t have the results you promised – you have to be prepared to explain why and what you’re going to do about it. Always underpromise and overdeliver.
Rebecca Miller, Chief Marketing Officer of Smoothie King
While every Board is different, I’ve found that transparency is the best policy. Don’t just tell them what you think they want to hear. If you have a solid plan in place and exude confidence, open and honest dialogue can help you build their trust. If you must deliver difficult news or are selling the Board on a recommendation during a big meeting, try giving the most influential members a heads up or pre-selling them on your idea first so you have their support going into the conversation.
Christine Pescatore, Director of Marketing of Venture X
It’s important to demonstrate marketing’s impact on the business, as well as the value that the function is delivering to the brand/organization. The Board also needs to understand what the roadmap is for the marketing function in supporting the company’s business strategy. Big-picture vision with tactical impact will ensure the Board is confident that its investment is being supported from a marketing perspective.
Bill Zinke, Senior Vice President of Marketing of BELFOR Franchise Group
Pick your moments. As the senior marketing executive, you should speak up where you can add value. Be prepared to dive into the topic and explain the numbers (a key focus of boards), not just the strategies and programs that you’re planning to cover.
Join the Discussion: @KimWhitler
Note: The titles, positions, and company affiliations may have changed since the insight was generated.
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