Fujitsu’s marketing director on aiming for the boardroom

Marketing Week Live 2014 includes sessions to help marketers develop the persuasive skills needed to talk to the top table. Simon Carter, Fujitsu marketing director and member of Marketing Week’s Vision 100, discusses why marketing should be represented on the board and how to get there.

Fujitsu has elevated top UK marketer Simon Carter to its executive board.

Getting marketing representation around the boardroom table is important so that it can influence business strategy. But in order to get a seat at the top table you’ve got to deliver results again, and again, and again. 

The reason that marketing is now represented at board level at Fujitsu is that marketing has delivered the results day in and day out. You’ve got to be able to prove that you bring real value to the business.

In the business-to-business world, it can be as hard or even harder to prove this than in business-to-consumer world. That is because there’s generally a longer purchase cycle. If you are in the market of selling baked beans, you will be able to see the results the same day or the day after a marketing campaign but in IT it might take a year or even 18 months to get a sale.

One of the things I have struggled with is making sure that we are measuring the right things, so I’ve worked very closely with my team to ensure that we do not lose sight of the end sale. We are living in an age where you have to measure everything. However, the risk is that you concentrate on measuring the easy stuff like Facebook likes and click-throughs but this is a mistake as ultimately you’ve got to be able to demonstrate that your department drives profit. It’s all about timing.

Marketing has different roles to play in terms of where companies are in their evolution. Sometimes if a company is trying to keep stable, then it might not be necessary for marketers to be represented at board level.

But for Fujitsu, we are entering what we think is a strong growth period. Following a strong year of results we have high ambitions for growth. Any company considering a period of growth really needs to have marketers at the top table influencing how the business grows.

Over the past year or so, I’ve spent a lot of time speaking to colleagues around the boardroom table convincing them that they need marketing represented at the very highest level. So it is no surprise to them that I now have a seat at the top table.

Find out more about the Marketing Week Live 2014 conference programme here.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here