ten ways to increase your boardroom influence

Laurie Young
PricewaterhouseCoopers
and
Tim Ambler
London Business School

Marketers must begin to apply their discipline to themselves. They need to understand the product (marketing) from the perspective of people they wish to influence, whether board members or customers. They also need to see themselves as their peers see them.

For example, many in senior management believe marketers take a parochial view, simply seeking to increase their budgets for their own glorification. This is one of several issues causing smarter marketers to focus outside their own function.