THOMAS BARTA – marketing leadership thinker


           I’m Thomas Barta. I study marketing leadership and growth.

I’m a former partner of McKinsey and the founder of the Marketing Leadership Masterclass.

My research includes the world’s largest study – involving over 68,000 assessments – on what makes an impactful marketing leader. 

On most days, I spread the word through keynotes and workshops.


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the needle!

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  • Founder of the Marketing Leadership Masterclass
  • Former partner of McKinsey
  • Conducted the world’s largest study, involving over 68,000 assessments, on what makes an impactful marketing leader
  • Led transformations for over 20 years, in 14 industries, in 45 countries for many of the world’s top organizations, including over two dozen from the Fortune 500
  • Author of the #1 marketing leadership book The 12 Powers of a Marketing Leader with Patrick Barwise
  • Organizational psychologist
  • Former Dean, McKinsey leadership program
  • Marketing Academy Leadership Dean
  • Honorary Fellow of the Marketing Society
  • Author for Forbes, Marketing Week, and the TryThis.Blog
Marketing Leadership Masterclass Video
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A complete marketing leadership class

  • Combines the world’s largest studies on marketers’ success with effective organizational change-strategies taught by McKinsey and top global business schools. Practical ideas that are proven to transform your leadership.

Perfect for busy people 

  • Take your Marketing Leadership Masterclass lectures on demand. All 12 modules are divided into bite-size lectures with videos, questions, and readings. Find fresh content each week. We’ll pace you via email and even SMS (optional). In only 12 weeks, learn how to lead bosses, peers, teams, and yourself.

Collaboration at the heart of the class

  • From day one, you’ll join a powerful network of peers. You’ll get 100 days of access to our unique Marketing Leadership Masterclass platform, where you can ask questions, give advice, and even form groups. Together, find new ways to build more influence, resilience, and business success. Learn how to lead marketing in turbulent times!


Leadership Keynote Speaker
The 12 Powers of a marketing leader

The keynote from the world’s largest study on CMO success

Digital Leader

How to get an organization to embrace technology?

Ditch your job description

To actualize change, ditch your job description and do what’s right

When is your moment?

NEW: From the world’s largest study on brave customer leadership

Why marketers must be brave

To make purposeful work happen, leaders must be brave

Become your own influencer

Unfollow the “Bin-Fluencers” and become your own influencer

5 Marketing career killers

Why marketers fail in their careers — and what to do about it

thomas barta speaker reel

My speaker reel for conference organizers

Sample keynotes

The 12 powers of a marketing leader

Rethink your marketing role in a totally new way. Doing marketing isn’t the same as leading marketing. Learn how the world’s most successful marketers mobilize the C-suite, their peers, their teams, and themselves. The aim? More growth, more influence, and quite simply, more fun! (Also available as a ½-day or 1-day workshop.)

How to be brave

How do you grow a business in times of rapid change? The “Silo Inc.” model has stopped working. Customers are too impatient, too well informed, and too powerful. Learn how customer heroes help firms crack the code on customer focus. Be your own influencer. Tackle big issues. And get your job description out of the way.

Digital leader

Everyone knows that technology is crucial for long-term success. But knowing isn’t the same thing as acting. Too many executives struggle to get their companies to embrace digital transformation. Today’s leaders can’t just tell people what to do—not even the CEO can do that. Hear the success stories of effective mobilizers, and beat the barriers to change!

Customer freak

What does it take to invent the next smartphone, Post-it note, or ice cream flavor that everyone wants? Business growth requires leaders who spark passion and inspire big dreams. People with fire in their eyes. These leaders ignite innovation and action in the people around them. Hear the success stories of today’s most inspirational customer leaders. Be the spark that lights the fire!

Thomas On Tape

Marketing Cloudcast by SalesforceThe Skills You Need to Stand OutListen
Whole Marketer PodcastWhy marketers must lead—and be braveListen
SAS Growth Marketers PodcastHow growth marketers will become the next CEOListen
Mitch Joel's Six Pixels of Separation12 Powers of a Marketing Leader Listen
The Marketing Book Podcast by Douglas Burdett12 Powers of a Marketing Leader Listen
The Remarkable Leadership PodcastLessons for marketing (and change) leadersListen
The Mate PodcastHow to succeed as a marketing leaderListen
Renegade Thinkers UniteWhat Makes a marketing leaderListen
B2B Growth PodcastPowers of a marketing leaderListen
The Manila Folder podcastWhy Marketers are always the first to get firedListen
Marketing Milestones PodcastLessons for marketing leadersListen
Marketing Over CoffeeMarketing, leadership, and what it takes to winListen
Marketing Though Leadership - by Linda PopkyIt’s about leading, not just doingListen
The Scott King ShowThe power to lead marketingListen

Thomas Live

Feb 24Private corporate eventKeynote speakerFrankfurt
Feb 02Emirates Airlines Strategy DayKeynote speakerDubai
Jan 15The Marketing Leadership Masterclass Grand FinaleWorkshop hostGlobal
Dec 09Marketing ManiaKeynote speakerDubai
Nov 20Screenage 2020 Mobile Marketing ConferenceKeynote speakerMumbai
Nov 09The Marketing Academy CMO FellowshipWorkshop hostLondon
Oct 02The Marketing AcademyWorkshop hostLondon
Oct 01Private Corporate EventWorkshop hostPrague
Sep 30Brand Management 2020 ConferenceKeynote speakerPrague
Sep 17EFFIE ForumKeynote speakerMoscow
Sep 15The Marketing Leadership MasterclassWorkshop hostGlobal
Sep 01Nima Marketing Day 2020Keynote speakerAmsterdam
June 24IS Marketing ConferenceKeynote speakerReykjavík
May 21EFFIE Forum VirtualKeynote speakerGlobal
MaySitecore Change Leader SeriesWorkshop hostGlobal
Apr 21Marketing Leader Inspire Workshop--virtualWorkshop hostGlobal
Apr 14Marketing Leader Inspire Workshop--virtualWorkshop hostGlobal
Apr 8Cisco Velocity VirtualKeynote speakerGlobal
Apr 7Marketing Leader Inspire Workshop--virtualWorkshop hostGlobal
Mar 05Corporate eventKeynote speakerBangkok
Feb 25Marketing LiveKeynote speakerMadrid
Feb 3-5The CMO FellowshipWorkshop hostKitzbühel
Jan 21-23The CMO FellowshipWorkshop hostNew York
Jan 17T-Systems Global Marketing ConferenceKeynote speakerBonn
Dec 10Corporate client advisory boardWorkshop hostLisbon
Dec 4The Superyacht Marketing ForumKeynote speakerLondon
Nov 06The Marketing Society Bravest ConferenceKeynote speakerLondon
Nov 05Sitecore SymposiumKeynote speakerOrlando
Oct 29Corporate trainingWorkshop hostCologne
Oct 23Adobe MarketoKeynote speakerSydney
Oct 11Festival of MarketingKeynote speakerLondon
Sep 24/25Corporate leadership eventWorkshop hostBrussels
Sep 13The CMO FellowshipWorkshop hostLondon
Sep 12The Marketing SocietyKeynote speakerLondon
Sep 11Google CEE Agency Summit 2019Keynote speakerKiev
Jul 04Richmond Marketing ForumKeynote speakerLake Lucerne
Jun 28TechManch ConferenceKeynote speakerMumbai
Jun 27censhare ecosphere days Keynote speakerMunich
Jun 04The Marketing Academy CMO FellowshipWorkshop hostLondon
Jun 03giffgaff, corporate eventKeynote speakerLondon
May 23B2B Marketing Leaders ForumKeynote speakerSydney
May 22Marketo executive eventPanel moderatorSydney
May 22The Marketing AcademyKeynote speakerSydney
May 13Marketing Leadership SeminarWorkshop hostAmsterdam
Apr 30Private Management RetreatKeynote speakerBangkok
Apr 277th Brand Forum SeminarKeynote speakerDhaka
Apr 08The Marketing AcademyWorkshop hostNew York
Apr 06Marketo Executive EventKeynote speakerHong Kong
Apr 30The Marketing Leadership MasterclassWorkshop hostGlobal
Mar 21Advertising WeekKeynote speakerLondon
Mar 20Akzo Nobel Network Summit 2019
Keynote speakerAmsterdam
Mar 12The Marketing SocietyWorkshop hostEdinburgh
Mar 7Marketing Week LiveKeynote speakerLondon
Feb 22Adobe Exec. RoundtablesKeynote speakerNew Delhi
Feb 20Adobe Exec. RoundtablesKeynote speakerHong Kong
Feb 5The CMO FellowshipMasterclass hostKitzbühel
Jan 23Marketo Fearless 50Masterclass hostSan Francisco
Dec 6Think With GoogleKeynote speakerLisbon
Dec 3Private corporate eventKeynote speakerNorth. Europe
Nov 30Private corporate eventKeynote speakerEurope
Nov 14The Braver ConferenceKeynote speakerLondon
Oct 10Festival Of MarketingKeynote speakerLondon
Oct 4Corporate Marketing ConferenceKeynote speakerSan Francisco
Oct 2Marketo Advisory BoardKeynote speakerNapa Valley
Sep 19B2B Marketing Leaders ForumKeynote speakerSingapore
Sep 14The Marketing AcademyMasterclass hostLondon
Jun 18CMO leadership masterclassMasterclass hostCannes
May 22Private corporate eventMasterclass hostLondon
Mar 19Think With GoogleKeynote speakerStockholm
Mar 8Marketing Week LiveKeynote speakerLondon
Mar 7Think With GoogleKeynote speakerOslo
Feb 22Think With GoogleKeynote speakerBrussels
Feb 21Private corporate eventKeynote speakerVienna
Mar 1 AmazonKeynote speakerLondon
Feb 28Imperial CollegeKeynote speakerLondon
Feb 28The Marketing AcademyMasterclass hostLondon
Feb 1McKinsey/Marketing AcademyMasterclass hostKitzbühel
Jan 12Private corporate eventMasterclass hostZurich
Jan 11Private corporate eventKeynote speakerLondon
Jan 11Capital GroupKeynote speakerLondon
* 2017 *
Dec 19 Private corporate eventKeynote speakerDen Hague
Dec 04 Private corporate eventKeynote speakerHong Kong
Nov 29IBM Watson SummitKeynote speakerCalifornia
Nov 26Atlanta CMO Executive SummitKeynote speakerAtlanta
Oct 4 Internet and Mobile WorldKeynote speakerBucharest
Sep 22The Marketing AcademyKeynote speakerLondon
Sep 21Financial Services SummitKeynote speakerLondon
Sep 20The Marketing AcademyMasterclass hostLondon
Aug 24Amplify Marketing FestivalKeynote speakerEdinburgh
Jul 25Adobe Experience ForumKeynote speakerSingapore
Jul 25Adobe Experience ForumMasterclass hostSingapore
Jun 22Adobe Think TankConference hostCannes Lions
Jun 21Private corporate eventConference hostCannes Lions
Jun 14The Marketing AcademyMasterclass hostLondon
Jun 07Linkedin & Marketing SocietyKeynote speakerNew Delhi
Jun 06Marketing SocietyKeynote speakerNew Delhi
May 31 Think With GoogleKeynote speakerMadrid
May 30 Think With GoogleKeynote speakerMadrid
May 23 Adobe SymposiumKeynote speakerSydney Opera
May 19 Private corporate eventKeynote speakerSydney Opera
May 16 The Marketing AcademyKeynote speakerSydney
May 16 B2B Leaders ForumKeynote speakerSydney
May 04 Adobe SymposiumKeynote speakerMumbai
Apr 21Private corporate eventKeynote speakerBangkok
Apr 11Corporate Financial GroupKeynote speakerNew York
Apr 09CMO FellowshipKeynote speakerLondon
Apr 08Google Double ClickKeynote speakerSpain
Mar 22 Advertising Week LondonKeynote speakerLondon
Geb 10London Business SchoolMasterclass hostLondon
Jan 18CMO FellowshipMasterclass hostKitzbühel
Jan 17SAPKeynote speakerSingapore
* 2016 *
Nov 17The Marketing SocietyKeynote speakerLondon
Nov 17CMO FellowshipMasterclass hostLondon
Nov 15London Business SchoolKeynote speakerLondon
Nov 15Private corporate eventKeynote speakerMunich
Nov 10Inspire Leadership LectureMasterclass hostLondon
Nov 09Private corporate eventKeynote speakerAmsterdam
Nov 08Private corporate eventKeynote speakerParis
Nov 04The Corporate Financial GroupKeynote speakerNew York
Oct 18Private corporate eventKeynote speakerLondon
Oct 13The Marketing SocietyMasterclass hostLondon
Sep 28Advertising Week New YorkKeynote speakerNew York
Sep 21CMO FellowshipMasterclass hostLondon
Sep 16Private corporate eventMasterclass hostUK
Aug 25Private corporate eventKeynote speakerTokyo
Aug 02Private corporate eventMasterclass hostUK
July 28Private corporate eventMasterclass hostUK
July 18Private corporate eventKeynote speakerScotland
July 11Private corporate eventMasterclass hostNew York
July 06Private corporate eventMasterclass hostLondon
Jun 16CMO FellowshipMasterclass hostLondon
May 21Adobe SummitKeynote speakerLondon
May 09Private corporate eventKeynote speakerParis
Apr executive eventKeynote speakerLondon
Feb 05Private corporate eventMasterclass hostZurich
Jan 27Private corporate eventKeynote speakerAmsterdam
Jan 20CMO FellowshipMasterclass hostKitzbuehel
* 2015 *
Nov 26World Marketing CongressKeynote speakerMumbai
Nov 12Private corporate eventKeynote speakerZurich
Oct 14Data IQ LinkKeynote speakerLondon
Oct 16Pärnu Marketing ConferenceKeynote speakerPärnu
Sep 25Private corporate eventKeynote speakerLondon
Sep 21Private corporate eventKeynote speakerCologne
Sep 15Swiss CRM ForumKeynote speakerZurich
Sep 25Private corporate eventKeynote speakerHeidelberg
Jul 16Private corporate eventKeynote speakerLondon
Jul 10Private corporate eventKeynote speakerLondon
Jul 07ad:tech aseanKeynote speakerSingapore
Jun 30Private corporate eventKeynote speakerHamburg
Jun 05Private corporate eventKeynote speakerHong Kong
Jun 02FT Marketing Innovators SummitKeynote speakerLondon
May 14Private corporate eventKeynote speakerLondon
Apr 29Private corporate eventKeynote speakerLondon
Apr 29Adobe Summit 2015Keynote speakerLondon
Apr 08Private corporate eventKeynote speakerSingapore
Mar 19Private corporate eventKeynote speakerLondon
Jan 08Private corporate eventKeynote speakerBangkok
* 2014 *
Dec 08Private corporate eventKeynote speakerPark City
Dec 04 Private corporate eventKeynote speakerLondon
Nov 24Private corporate eventMasterclass hostKitzbühel
Oct 13Private corporate eventMasterclass hostKitzbühel
Oct 01Private corporate eventKeynote speakerLondon
Sep 22Private corporate eventMasterclass hostNew York
Sep 15Private corporate eventMasterclass hostPark City
Aug 15Private corporate eventKeynote speakerSingapore
Jul 01Private corporate eventMasterclass hostLondon
Jun 16Private corporate eventKeynote speakerPark City
May 28Private corporate eventMasterclass hostSingapore
Apr 07Private corporate eventKeynote speakerTokyo
Mar 03Private corporate eventMasterclass hostCharlotte
Mar 18Corporate Financial GroupKeynote speakerNew York


12 powers of a marketing leader


The Leadership Book for Marketers
by Thomas Barta & Patrick Barwise

The Leadership Book for Marketers by Thomas Barta & Patrick Barwise

“Everything you need to know to be a superior marketing leader!”

– Marshall Goldsmith, The World’s Thinkers50 #1 Leadership Thinker

“A must-read for every present and future CMO who cares about making a difference.”

– Seth Godin, author of All Marketers Are Liars

“The essential leadership playbook for the CMO of the future.”

– Jim Stengel, former Global Marketing Officer, Procter & Gamble

“A masterful dissection of what it really takes to lead marketing.”

– Syl Saller, Global CMO, Diageo

“A persuasive perspective on the opportunities open to marketers to lead for change.”

– Paul Polman, CEO, Unilever

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