Sales Marketing & Communication

Having a documented marketing plan identifies key opportunities, threats, weaknesses and strengths, sets objectives and develops an action plan to achieve marketing goals. While the importance of customer relationships that reward companies financially and the flow-on effect for a organisation’s reputation and brand recognition are generally well understood, the board’s role in effective oversight of these activities requires improvement. It is vital that the organisation is well connected to strategic messaging, ensuring that internal and external communications are aligned, and that the delivery is effective, impactful and actionable. In leading their organisations, boards play an important role in setting the organisational tone and oversight to marketing, sales and communication practices so they are conducted legally therefore preventing practices such as: false or misleading advertising; non-receipt of products and/or services; cartel behaviour, etc. In most jurisdictions, there are significant penalties for engaging in such practices.