When boardroom conversations stay tactical and reactive, strategy stalls—and so does growth. Here’s what needs to change.
93% of board members believe they’re doing a good job.
Only 29% of executives agree.
That’s not just a gap—it’s a leadership blindspot. And in FMCG right now, where consumer expectations are shifting fast and growth is far from guaranteed, it’s a costly one.
I’ve sat on many boards across industries and regions. I’ve seen talented leaders, strong teams, and well-meaning intentions. But far too often, I’ve also seen boards stuck in the wrong conversations—too operational, too reactive, too disconnected from what really drives modern growth.
The latest report from the Virtual Advisory Board (of which I’m a member) finally quantifies what many of us have experienced first-hand. And for any brand serious about staying relevant and competitive, it should be required reading.
The Numbers Say It All
Let’s cut to it. The Boardroom Blindspot Report revealed:
- 76% of boards admit they lack cognitive diversity
- Only 17% of board agendas focus on future strategy
- 40% of boards don’t track how customer behaviour is evolving
- And just 4% include customer-centric metrics in board-level KPIs
Boards think they’re being strategic.
Boards think they’re putting the customer at the centre.
Boards think they’re integrated across marketing, sales, and finance.
But in reality? Many are still stuck in the tactical weeds—reviewing campaign performance, budget allocations, or last quarter’s figures—while the world outside is shifting gears.
What’s Going Wrong in the Boardroom
As someone who’s now selective about the boards I join, here’s what I see repeatedly:
1. The Customer Is Still Missing
Despite best intentions, customers are often not truly represented at board level. There’s a difference between reporting NPS and actively using customer insight to shape strategic decisions.
Whether through first-party data, behavioural trends, or even the empty chair principle—if the customer doesn’t have a voice in the room, decisions become disconnected from reality.
2. Marketing Gets Stuck in Execution
Boards shouldn’t be debating campaign details or last week’s ad performance. Strategic marketing is about:
- Market relevance
- Category and consumer shifts
- Commercial contribution
- How marketing aligns with sales and finance for long-term growth
If those conversations aren’t happening, the brand risks stagnation.
3. The Silos Start at the Top
Misalignment between departments often reflects misalignment at board level. If marketing, sales, and finance aren’t working together in the boardroom, that fragmentation ripples through the organisation. The result? Slower decisions, mixed messaging, and missed opportunities.
If You’re a Marketing Director at the Table—Step Up
This moment calls for more than functional excellence.
If you’ve got a seat at the table as a CMO or Marketing Director, you’re expected to:
- Understand and challenge financial models
- Speak the language of sales and operations
- Contribute to governance-level decision-making
- Drive growth conversations, not just campaign conversations
The best marketing leaders I’ve worked with think beyond their remit. They lead with commercial sharpness, strategic clarity, and cross-functional influence.
What Happens When Boards Get It Right?
When these mindset shifts take root, I’ve seen first-hand what’s possible:
– Faster, more confident decision-making
– Greater agility to respond to consumer and category changes
– Stronger internal alignment
– Marketing that drives business performance—not just brand awareness
This isn’t theory. It’s lived experience. And it’s what separates static boards from growth-focused ones.
Final Thought: Strategy Can’t Wait
In today’s environment, playing it safe isn’t safe at all.
Boards that fail to challenge their own thinking—who stay reactive, tactical, or siloed—will quietly lose relevance, revenue, and ultimately, resilience.
The most dangerous blindspot?
Thinking you don’t have one.
Ready to Shift the Conversation?
If you’d like to upskill your board or leadership team on how to bring the customer into every conversation, think more strategically about marketing, and truly join the dots across your business—get in touch.
Cognitive Union is a progressive, boutique learning and performance consultancy. We work with forward-thinking businesses. Transforming their people. Shaping their culture. Helping them embrace change and take on the world. Find this blog useful? Sign up to our email newsletter (bottom of this page) where you can receive articles like this and other insights (not publically published), and you can also follow us on LinkedIn.