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4 skills needed for a marketer to sit on boards

Chris Ciavarra So you are typically looking at boards that are the seven to 11 people,” he told CMO. “What’s interesting is some of those seats on the board have already been taken because of either good governance or SEC requirements around mandatory committees.” For example, often the roles of CEO and chairman of the board have been split, Ciavarra said, adding the head of finance role gets taken by a finance person, while the head of compensation is typically scooped up by an HR professional. “So four seats have just gone,” he said. But there’s still hope for marketers to clinch a board seat, and they will have better chances if finance and a broad leadership background is in their background, Ciavarra said. “In this day and age, if you’re a board member, you’re going to have to sit on those committees, so you need some of those skills behind you,” he continued. “But because they are looking around for other skills, boards are asking a few questions such as: What type of business are we in, and what might this specific CEO need, as we’re looking for a board?” In that context, Ciavarra believed marketers have four opportunities to appeal to boards. The first is their cross-organisational functionality. “You should be influencing across the entire organisation, both in terms of the customer experience and the employee experience, and tying all of these pieces together. For me, that’s a pretty big thing of value at the board level,” he said.   Marketers should also be well versed in customer.

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