Why Boards Should Add Marketers To Their Ranks: A Non-Marketing Board Member's Perspective

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 t...