Marketing-experienced executives are rarely invited to join boards of directors. In a recent article, one director, who has served on several boards, suggested that the reason why so few marketers serve on boards is because they have little to contribute.
However, in research I conducted with Ryan Krause (TCU) and Don Lehmann (Columbia), we found that when marketers are on boards, there is a significant difference in firm outcomes-specifically, revenue growth. Given that growth creation is at the top of most CEO's "to-do" list, it would seem that perhaps marketers do have something to contribute. So to get a different perspective, I turned to Tamara Paton, a corporate board member (of several boards) and board consultant (see here for some of her great board-related content). Her background is not in marketing, and so her thoughts below provide an outsider's perspective of marketers' contributions at the board level.
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