In marketing, we talk a lot about building trust with audiences. But there's another audience that needs winning over too – one that's even closer to home: the boardroom.

The idea that marketing deserves more influence at the top table isn't new. And in many ways, the case is pretty obvious. So why is it that it still struggles to earn trust amongst those in charge?

No matter how great your strategy is, it means nothing if it doesn't make sense to who's holding the purse strings. That can be frustrating – especially when you're on the receiving end of vague requests to simply "do some social posts" or "make it go viral". But if marketing wants to be taken seriously, it has to speak the language of business.

Finding the sweet spot

Showing that marketing's been busy won't be enough to win boardroom trust. Campaigns and impressions all have their place, yes, but they don't answer the bigger question: is marketing actually helping the business grow?