Marketing punches below its weight in the boardroom, compared with other disciplines. Ruth Saunders offers practical advice on how to act in the boardroom, and how to develop compelling strategies that will be supported by the board.
It was an autumn day at Procter & Gamble. Our team had tried for the third time to get board buy-in to launch a new shampoo, only to be told yet again that our value proposition and business case weren't compelling enough. We needed to go back and rework them. We sat in the company canteen dejected, not knowing why we kept failing...