Traditionally, a marketing board oversees all outbound communications to drive increased awareness about the organization or nonprofit.
Whether you serve a business or on a nonprofit board of trustees, a marketing board proves valuable to crucial operations, including expanding your organization’s audience and increasing revenue or donations.
Marketing boards help organizations create, plan, and implement result-driven marketing strategies. This may include identifying profitable opportunities and exploring them to enable an organization to achieve its goals.
Read on to learn more about a marketing board’s roles and responsibilities. You’ll also discover how our board management software helps boards work faster, smarter, and achieve more for the organizations they serve.
What is a Marketing Board?
A marketing board is a body that oversees an organization’s outbound communications for promoting products or services. It monitors how a company drives awareness of its offerings and sets marketing policies.
The main goals of marketing boards are to increase profitability, productivity, market development, innovation, and social responsibility. They ensure the marketing methods in an organization are efficient and results-driven.
Efficiently track and document board decisions with our Meeting Minutes Template
Marketing Board Roles and Responsibilities
Here are the top roles and responsibilities of a marketing board:
1. Increase Demand for Products and Services
After launching a product or service in the market, many people may not immediately pay attention to it, because they don’t know how the product solves their problems or are generally skeptical customers.
To get on the target customer’s radar, a marketing board tries creative and proven approaches to increase brand awareness and generate high demand for a product or service. This could be before and after the launch.
2. Increase Awareness of Products and Services
Ever heard people refer to themselves as “Nike people,” “Apple people,” or “Trader Joe’s” people?
That’s the work of a marketing board: embedding a brand into people’s lifestyles and purchasing habits, so they don’t have to think twice before becoming customers. The aim is to increase the popularity of a product or service and improve how people engage with it.
3. Network and Cross-Collaborate with Other Organizations
A marketing board allows a company to connect with industry peers, form meaningful alliances, and discover business opportunities. In short, the board is responsible for developing industry contacts, which can have longterm benefits, such as product collaborations or cross-promoting each other’s goods and services.
4. Devise and Manage Pricing Strategy
If a company sets prices too low, it misses valuable revenue. If it sets prices too high, it risks losing sales. Marketing boards ensure pricing is not a shot in the dark. Using well-researched models and strategies, they set the correct prices to appeal to their audience and meet the company’s revenue goals.
They establish the best price after considering internal factors like cost of goods and services, brand positioning, product attributes, and target audience. Marketing boards also consider external factors like competitor pricing, economic trends, and demand to arrive at the most suitable price.
RELATED: What is an Advisory Board? (Overview, Roles, and Responsibilities)
Marketing Board Software
All boards hold meetings, which should be engaging and effective to maximize value to the organization. Purpose-built board management software like OnBoard enables board leaders to prepare and run effective meetings.
OnBoard is designed to work the way marketing boards do, addressing real-world needs and simplifying the process so boards can move faster, work smarter, and achieve more for their companies.
OnBoard is built with team effort in mind. The platform removes friction to help everyone involved do their best work to foster collaboration. From preparation to planning and follow-up, OnBoard addresses board members’, executives’, and administrators’ unique needs.
Here are some of the features of OnBoard’s board management software, which make it an excellent investment for any board:
- Secure document storage: Digitization is increasingly phasing out paper-based documents in the boardroom. OnBoard offers boards a secure platform to store board materials. The platform uses industry-leading encryption standards to protect board documents from unauthorized access. Use OnBoard to harden security around sensitive board materials.
- Reliable online meeting tools: OnBoard comes with built-in virtual meeting tools. Our board portal integrates with Zoom for a seamless meeting experience. CEOs and board directors can meet face-to-face within the platform—no more switching between apps and no learning curve. Just one click allows members to access remote meetings.
- Seamless collaboration: Your board can start group or individual conversations with OnBoard’s secure messenger. The chat tool is built directly into the same software you can trust.
- Engagement analytics: These features offer anonymized real-time insights into how board members interact with board materials. Know when directors read board books and specific areas where they make annotations and sections. This makes meetings smarter by revealing topics that require extended discussions.
- Board assessments: This feature empowers boards to measure their performance against the company’s goals. Leverage expert-built templates you can easily customize to meet your needs, or build your template from scratch.
- Drag-and-drop agenda builder: Build an agenda in minutes.
- Meeting briefs: Alert attendees when invited to a meeting and instruct them on how to better prepare.
Frequently Asked Questions (FAQ)
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About The Author
- Josh Palmer serves as OnBoard's Head of Content. An experienced content creator, his previous roles have spanned numerous industries including B2C and B2B home improvement, healthcare, and software-as-a-service (SaaS). An Indianapolis native and graduate of Indiana University, Palmer currently resides in Fishers, Ind.
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