Feeling pretty confident about the marketing slides you’ve prepared for your upcoming board meeting? If so, you may be on the wrong track.
Very few board members have any direct experience in that area, so founders need to “stick with what can be measured,” advises Michelle Swan, a partner at investment firm Tercera.
In this TC+ post, she explores five marketing points your board needs to understand:
What are marketing’s priorities?
How are you performing against those priorities?
What is the health of the pipeline?
Is the company and its offerings positioned for future growth?
What’s planned for the next quarter or year?
Condensing all of this into just five slides is tough, which is why Swan includes real-world examples that “show the board the full value of marketing, and the impact it is having (and will have) on the business.”
Remember, pipeline metrics are just one part of the story.
For your next meeting, draw a picture of where you are in terms of market positioning and brand reputation, and “create a scorecard against these priorities that you can update and share at future meetings.”
Thanks for reading,
Editorial Manager, TechCrunch+
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