Marketing in the C-suite: Making a case to the CFO, the board and beyond

The role and value of marketing and the success it can play for a business goes beyond signing-off campaigns or creative. Marketers need to understand how to translate the importance of it to non-marketing decision makers within the business.

Of current FTSE 100 CEOs, none have served as CMO, and only two have spent any time in marketing departments. The route to the top is more likely to come through an operational or finance role or running a division of a business before. Further, boards of UK companies are much more likely to consist of people from an accounting or finance background. Many of them don’t have marketing directly represented on the board itself. And this at a time when marketing and an understanding of how to drive growth in a complex consumer landscape is critical to...

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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

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