Know-How Exchange : Other

There are a set of articles in the article section of this web site that could be of use to use. Specifically, one tilted Making Marketing matter to the CEO at https://www.marketingprofs.com/3/young1.asp (part 1) and https://www.marketingprofs.com/3/young2.asp (part 2).

Nikky,

It sounds like you need to round out your board. Are there NO executives with seasoned business experience? What kind of people ARE on your board?

If it's still a small group, start looking for at least one other member to add who has some marketing savvy and battlescars!

- Shelley

If your board members don't understand the value of marketing, they can't be very business savvy. What kind of business is this? Is it a not-for-profit? Who selected the board members?

What you might want to do is gather some information on the board members' backgrounds and credentials and adapt your presentation so it fits into THEIR mindsets. If they are academics, quote some of the marketing academics, or give them a few books ... Kotler on Marketing, for example, or Positioning, by Trout and Reis. If they are tech-heads, quote Bill Gates or Andy Grove, or Steve Jobs. Etc.

You'll have to step into their shoes in order to figure out how to get into their heads. Select examples that come from their world. The more thorough your homework, the better you'll be able to do this.

Think of this as a marketing project. The board is your target audience. You're selling them on the importance of marketing. That's your product. Do market research to understand the needs/wants of your target audience, then explain your product in benefit-oriented terms that satisfy their needs.

Interesting question. Still hard to believe there is a qualified board that doesn't understand why marketing is important. Are you in an industry that sees itself as a commodity? How can this be?