Sticking with trusted marketing experts might seem wise, the truth is outside voices can offer new perspectives that wouldn’t be seen otherwise. That’s why more and more companies are choosing to hire more marketing experts from the outside to take a look at their marketing strategy. This approach could be the difference between maintaining the status quo and ousting your competitors.
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You don’t have to be a CEO to understand why uniformity is problematic. A group of people with similar backgrounds, experience and positions will generally deliver a like-minded approach to addressing corporate challenges. But as business issues grow increasingly complex, the best solutions are often the result of disparate perspectives and healthy debate.
Diversity, however, is a broader requirement than simply slotting someone of a different gender, race or sexual orientation into a leadership role. In fact, approaching diversity as a box to be checked risks tokenizing the effort and the people involved. The true value of diversity comes in bringing new ideas, experiences and cultural fluencies to the boardroom and the executive suite.
As digital disruption reshapes the consumer landscape, I believe marketing is an under-utilized pool of potential director candidates well equipped to master 21st century business challenges. The marketing profession has produced executives who have spent the past two decades mastering new technologies and have their fingers on the pulse of their customers and competitors.
Read More: Outside Voices: Why Boards Need to Hire More Marketing Experts | WSJ | http://on.wsj.com/2uTdPUM