What marketing input should I solicit from the Board of Directors?

• Position: MARKETERS' FORUM - Excerpt

Below are excerpts from a recent online question-and-answer session conducted by marketers who participate in the ABA Marketing Network's Online Community.

QUESTION:

I was recently appointed as marketing officer of our bank and am working to put together a marketing plan. I would like to get input from our board of directors on their thoughts concerning the bank's marketing. If you include board input, how do you get the information? Does anyone have a survey that they have used for this information?

Kim Henderson

Mutual Savings Bank | Franklin, Tenn.

RESPONSE:

When I Seek Board Input, I Ask to Be Placed on the Board Agenda

In my various positions I have related to the board in different ways. My first bank had a board marketing committee which met quarterly and provided input into just about everything marketing did. That was a widely held bank and so that was appropriate for governance.

My second bank had a marketing committee, but because I was very seasoned and the CEO wanted to exercise more executive control, and because it was a family-owned bank and the CEO shared controlling interest, that...