Engaging Boards on the future of marketing

At many companies, the whole organisation is becoming more responsible for customer engagement. A few are extending this thinking to the boardroom.

As trends such as social media, the mobile Web, and proliferating data streams rapidly redefine what it means to be on the cutting edge of marketing, the organisation as a whole is becoming more responsible for customer engagement. In previous articles, McKinsey described how an organisation-wide commitment helps companies ensure access to the steady diet of wide-ranging inputs they need to stay ahead of the curve. Some companies are extending this thinking to the boardroom. While it's still early days, and the dynamics will of course differ by industry and company, a closer look at what a handful of organisations are doing provides food for thought about the benefits of having boards engage with the fast-paced evolution of marketing ... READ MORE

Released by McKinsey & Co - February 2013