Payback time in the boardroom

This article responds to 'Building marketing's impact in the boardroom', published in Market Leader Q3 2015, which gives practical advice about how to increase marketing's influence in the boardroom.

Payback time in the boardroom

Tim AmblerAdam Smith Institute

The 'valuable and practical advice' provided by Ruth Saunders (Market Leader,Quarter 3 2015) is spot on, or at least it completely chimes with my own experience of what passes for life in boardrooms. I say 'passes for' because board meetings are surprisingly routine. Each company has its own groove; its directors are comfortably ensconced therein and dislike having it changed. The Saunders approach allows for that but maybe it needs a postscript. All boards want to know the payback on any major investment and quite right too....

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands