5 marketing slides you must include in your board meeting

Marketing plays a crucial role in driving the growth engine of any company. It not only generates immediate sales but also sets the stage for future success. However, in board meetings, marketing is often reduced to a single metric – the pipeline. While lead generation is important, a strategic marketing function can contribute much more to a company’s short-term and long-term performance. It shapes market positioning, enhances brand reputation, and engages various stakeholders such as customers, partners, employees, and investors.

1. Market Positioning and Awareness

Marketing should not be undervalued in board discussions. It is common for board members to have limited knowledge about marketing, leading to its oversight. Research by Spencer Stuart reveals that less than 3% of publicly-traded Fortune 1000 boards have an active marketing leader. Even in Series A companies, which often have founders and investors on the board, marketing expertise is lacking. This knowledge gap needs to be addressed for effective decision-making.

2. Measuring the Near-Term Pipeline

To engage data-driven board members, focus on measurable aspects of marketing, particularly its impact on the near-term pipeline. Events and digital demand generation activities like paid social campaigns and webinars are easier to track and attribute to revenue. On the other hand, measuring the return on investment for brand campaigns, PR, analyst relations, and internal communications can be challenging and time-consuming. By emphasizing the near-term pipeline, marketers can provide tangible metrics for board discussions.

3. Expanding the Board Update

The role of a board in a growth-oriented company extends beyond governance. The board should guide and support future performance. Therefore, when presenting marketing updates to the board, consider including five key slides that address the following:

Slide 1: Marketing Priorities

Highlight the areas of the business that marketing is driving or supporting. Connect these priorities to the overall business objectives, such as recruiting and retention or customer expansion. Explain how marketing contributes to these strategic imperatives.

Slide 2: Performance Against Priorities

Provide a scorecard that tracks marketing’s progress against the stated priorities. Update and share this scorecard at future meetings to demonstrate trends and improvement. Use a simple red, yellow, green rating system to indicate performance based on data, milestones, or customer feedback. Be transparent about any challenges or gaps and seek support from the board.

Slide 3: Pipeline Health

Discuss the health of the pipeline, including lead generation, conversion rates, and revenue forecasts. Present data that shows marketing’s impact on the sales funnel. Highlight any changes or trends in customer acquisition and retention.

Slide 4: Future Growth Potential

Explain how the company and its offerings are positioned for future growth. Discuss market trends, competitive landscape, and marketing strategies to capture new opportunities. Showcase initiatives that strengthen the company’s market presence and differentiate it from competitors.

Slide 5: Next Quarter or Year Plans

Outline marketing plans for the upcoming quarter or year. Share key initiatives, campaigns, and milestones. This provides the board with visibility into the marketing team’s roadmap and aligns expectations for future performance.

Conclusion

Marketing deserves a prominent place in board meetings. By incorporating these five essential slides, you can ensure that the board has a comprehensive understanding of marketing’s contribution to the company’s growth. Clarify marketing priorities, demonstrate performance against objectives, evaluate pipeline health, highlight future growth potential, and share upcoming plans. Remember, effective communication between marketing and the board is vital for informed decision-making and long-term success.