In this episode of the Marketing Vanguard podcast, Jenny Rooney connects with Linda Boff, CEO of Said Differently, and Tony Wells, a former marketer at Verizon, for a compelling discussion about how CMOs can build successful board careers. This special episode comes to you live from Brandweek 2024 in Phoenix, Arizona. 

Our guests share invaluable insights about the right time to pursue board positions, how to position yourself effectively, and what companies look for in CMO board members. They also discuss the delicate balance between full-time executive roles and board service, and why board work can be both challenging and rewarding.

As experienced board members themselves, Linda and Tony offer practical advice for marketers aspiring to board positions, emphasizing the importance of building a strong track record of success and understanding board dynamics before pursuing these roles. They discuss the evolving landscape of board composition, the unique value CMOs bring to boards, and strategies for effectively managing board responsibilities alongside executive careers.

“When you’re on a board, you’re not there to tell people what to do,” Linda said on the podcast. “You’re there to hopefully ask questions, be provocative in a productive way so that you’re helping members of the management team think about things differently.”

Key takeaways:

[01:41] The Right Time for Board Service — Tony and Linda emphasize that board service requires a substantial body of work and experience. They advise against rushing into board positions too early in one’s career, suggesting that demonstrated results, boardroom navigation skills, and experience working with C-suite executives are crucial prerequisites. Linda notes that board members need to bring experience and wisdom, focusing on asking productive questions rather than telling management what to do.

[06:27] Why Companies Want CMOs on Their Boards — The discussion explores the evolution of board composition, noting a shift from traditional CEO/CFO dominance to include more diverse perspectives. Tony observes that while marketing enters into many board conversations, there aren’t many marketers present. Both guests emphasize that CMOs bring unique value through their understanding of growth, customer acquisition, and the ability to bring outside perspectives into the boardroom.

[12:31] The Value and Benefits of Board Service — The speakers discuss what board service affords individuals beyond compensation. Tony emphasizes the opportunity to stay connected, continue learning, and help companies succeed. Linda shares how being on a public board made her a better executive and allowed her to learn about new industries. Both highlight the importance of choosing the right opportunities and ensuring good board dynamics.