The B2B Board Interaction Framework

Winning the trust and confidence of the board of directors is critical for revenue engine leaders — vice presidents of sales, marketing, or product — who want longevity in their roles. Once the board has lost confidence, it can be difficult, if not impossible, to regain credibility. Research on boards of directors typically focuses on board composition and dynamics between board members, not on understanding board members’ candid views on vice presidents of sales, marketing and product and the revenue engine function. In this report, we share unique research that reveals what board members expect from revenue engine leaders, how to gain the board’s confidence and what pitfalls to avoid.