The Insight Exchange

The Insight Exchange is a session for meaningful conversation, fresh insights and valuable new connections.

We will begin with open networking, followed by a focused 15–20 minute conversation led by Lydia Mckeown, Chartered Marketeer and our IoD South East Ambassador for Marketing and Communications.

This session will be centred around whether marketing is shaping business strategy or simply promoting decisions that have already been made. Marketing is often brought in once the important business decisions have been made, to communicate an offer, generate leads or support sales. But should marketing have an earlier and more influential role in understanding customers, identifying opportunities and shaping strategic direction?

This Insight Exchange will explore what directors and business leaders should expect from marketing and where it can contribute most effectively. We will consider whether marketing is primarily a delivery function or a source of market insight that should help shape an organisation’s choices, priorities and growth ambitions.

Participants will be invited to share how marketing contributes to decision-making in their organisations, what prevents it from having greater strategic influence, and how leaders can achieve the right balance between commercial urgency and longer-term market development.

We’ll then move into Impossible Connections: An interactive opportunity to make new introductions, discover unexpected connections and expand your professional network.

Delivered in collaboration with Metro Bank, The Insight Exchange is free for members, with tea, coffee and light bites provided.