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

Matt Rhodes and Charlie Hurrell

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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