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Are marketers making it to the Boardroom?

Date: 01 Apr 2008

March/April 2008: In a recent article in Marketing Age magazine Professor Mary Lambkin looks at the findings of a Deloitte study and highlights some of the practical tips to help marketers strengthen their standing in the corporate hierarchy. Two years ago Prof Lambkin in an article entitled, “Why Marketers do not make to the boardroom”, reviewed research evidence from several countries which pointed to the conclusion that marketing as a subject and those working in the area, are considered not worthy of representation at board level in most companies. The main reasons being cited that marketing is not seen as a key driver of business development but playing only a support role.

A new survey carried out by Deloitte in the UK, Marketing in 3D: Highlighting Perspectives on Marketing Effectiveness, would suggest that things haven’t changed much in the past two years.

The study points to three issues limiting marketing-driven growth: a failure of leadership at CEO level to give sufficient attention to marketing at board level; a lack of a shared understanding of the role of marketing; and a lack of effective financial measurement of marketing performance.

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