Future Proof
11. Future Proof LIVE: What is marketing’s role in the boardroom?
Nov 16, 2018
A panel featuring Julie Kollman, Seth Rogin, David Radford, and Peter Tufano discuss the evolving role of marketing in the boardroom. They emphasize the importance of data, technology, and customer-centricity for driving business growth. The conversation explores the strategic value of marketers on boards, shaping company direction and culture positively, while highlighting the shift towards purpose-driven strategies for greater organizational success.
41:09
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Quick takeaways
- Marketers need to adapt to diverse skills involving technology, data analysis, and consumer behavior.
- Embedding a customer-oriented approach in strategic decisions can enhance market responsiveness and stakeholder value.
Deep dives
The Increasing Importance of Marketing in the Boardroom
The panel discussion highlights the evolving role of marketers in the C-suite and boardrooms. It emphasizes that marketing is crucial for driving growth and financial value for businesses in an era where growth is more challenging to achieve. The panel underlines the scarcity of marketing expertise on boards and suggests that the lack of marketing representation might hinder firms from being competitive.
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