How CMOs can prepare for a board presentation

09/3/2014 | Kellogg Insight

Chief marketing officers with an eye on moving up in the C-Suite can win over boards of directors by presenting a holistic view of their business and by not focusing on marketing particulars, executives say. "The CMO is the best person to take the insights from a clinical standpoint and relate them to winning in the marketplace from market-share-growth and financial standpoints," says Rick Lenny, former CEO of Hershey.

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