Essential reading
What is marketing leadership?
In the world’s largest ever marketing leadership study, we found executives who lead marketing outperform those who just do it.
Marketing Leadership Test: Find your strengths
Take the Marketing Leadership Test. Within a few minutes, find your strength—from the world’s largest study on marketers’ success. Free. Anonymous. Fun! What are your spikes?
Why effective leaders must manage up, down, and sideways
New research shows: successful executives know how to lead their bosses and colleagues.
Latest posts
Getting your CEO to buy in: new podcast
In this new podcast with Jeff White and the crew at Kula Ring, we discussed how leaders can get buy-in at the top—and enjoy the journey. You can listen to it here.
1 Minute Marketing Leader #20: Unfollow the Bin-Fluencers
In Marketing there’s a lot of “fake news”. Find your own truths. Unfollow the “Bin-Fluencers.”
1 Minute Marketing Leader #18: Be the Chief Mood Officer
When you are leading a team, you are the Chief Mood Officer too.
1 Minute Marketing Leader #19: Show the fire in your eyes
To inspire others, you have to be inspired yourself first. Inspired by a dream. Inspired by a goal. Inspired by things you care about.
1 Minute Marketing Leader #17: Be a dealer in hope
For almost every marketing project, you want other to change. You’ll need more than a story—but a good story helps.
1 Minute Marketing Leader #16: Start a movement
If you can’t tell people what to do, why not start a movement?
1 Minute Marketing Leader #15: As an emotional leader, communicate well
How to thrive in a rational world, when you are an emotional leader? Don’t change what you are best at. Instead, try and tweak your communication to fit the audience.
1 Minute Marketing Leader: #14 Solve a problem
How to get promoted? How to land that next big project? There’s no silver bullet. Your best bet? Solve a real problem.
1 Minute Marketing Leader: #13 Find your work’s worth
Your best work has impact. It changes how people think. It alters how people behave. Does your work have impact? It’s a good question to ask—from time to time.
1 Minute Marketing Leader: #12 Side with the revenue camp
If you want to enjoy influence in any organization, you have to stand for what matters. In many firms, that’s profitable revenue—like it or not.
10 minutes for bravery
To make a dent in the universe (or anywhere), you have to be brave. I just sat down with The Marketing Society’s editor Michael Piggott to discuss why company rules stand in the way of better marketing—and why marketers must now be brave.
Keynote: The 12 Powers of a Marketing Leader
About Experience the keynote from the world's largest ever study on marketers' success. Blockbusters like the Sony Playstation and KFC vegan chicken only exist because brave leaders have convinced...
CMO Leadership Talk: 3 ideas from Boutros Boutros, Emirates Airlines
For my Forbes CMO column, I sat down with Emirates’ marketing head Boutros Boutros. Together with his team Boutros has built one of the world’s most admired airline brands. Here are three nuggets you might find interesting:
1 Minute Marketing Leader: #11 Find real customer insights
Most customer insight research goes unread, unvalued, unused. That’s a pity. Time to end the waste.
1 Minute Marketing Leader: #10 Beware of the buzzwords
Buzz can be good. Buzzwords rarely are. PS: if in doubt, try “customers”, “revenue”, “profit”
1 Minute Marketing Leader: #09 Tackle big issues
When people cut your budgets, when people don’t put you on that meeting agenda, the reason is often simple. They don’t believe your work is tackling a big issue.
1 Minute Marketing Leader: #08 Get inside the V Zone
If you want power in any organization, you must serve both customers AND the company. We call this: working inside the Value Creation Zone. Or V Zone for short.
1 Minute Marketing Leader: #07 Know WHY to be brave
How to brave? You can—but there’s a trick. Bravery is purpose minus fear.
1 Minute Marketing Leader: #06 LEAD marketing
What is marketing leadership? What matters most for marketers’ business success? Marketing and change leadership skills!
1 Minute Marketing Leader: #05 Ditch your job description
Is your job description right? I bet it’s not. What’s my real job? The answer to this question may not in your job description. It’s in your mind, it’s in your heart
1 Minute Marketing Leader: #04 Bridge the skills gap
Do you have all the skills you need? The answer is probably no. And that’s ok.
Keynote: When is your moment (to be brave)?
Covid 19, digital revolution, sustainability, purpose—the rules of business keep turning upside down. To lead for growth, business leaders must become braver. Hear the surprising insights from the world’s largest ever study on brave customer leadership. Find out how everybody can find their moment to be brave!
PepsiCo CMO Greg Lyons: “We Must Bring Empathy Back Into Marketing”
I sat down with Greg Lyons, Chief Marketing Officer at PepsiCo Beverages North America. We spoke about marketing leadership and empathy. He also talks the moving lessons he had learned from his wife, weeks before she died.
Time For A Reset: Podcast
Paul Frampton runs one of the most fun leadership and marketing podcasts, titled “Time for a Reset”. We had lot’s to talk about. Bravery, leadership—and why it’s time to reset some of the thinking in modern marketing.
What is marketing leadership?
In the world’s largest ever marketing leadership study, we found executives who lead marketing outperform those who just do it.
1 Minute Marketing Leader: #03 Bridge the Power Gap
No matter how high you rise, you will always be facing a power gap. Don’t fight it. Set a new goal: Learn to mobilize all the people who can say “no”
1 Minute Marketing Leader: #2 Bridge the trust gap
When your job the about the future, accept you will always face a trust gap. Don’t be angry. Instead, bring people along. Help them understand why your ideas matter.
1 Minute Marketing Leader: #1 Win as a marketer
In collaboration with The Marketing Society I have produced this new series: The 1 Minute Marketing Leader. I hope you’ll enjoy this!
The Whole Marketer: Podcast
Abby Dixon of the Whole Marketer Podcast and I spoke about knowing how to influence, having a dream and building credibility.
Marketing Leadership Test: Find your strengths
Take the Marketing Leadership Test. Within a few minutes, find your strength—from the world’s largest study on marketers’ success. Free. Anonymous. Fun! What are your spikes?
Sennheiser CMO Virginie De Beco: “Be You!”
What makes a successful top marketer? For my Forbes column, I have spoken with Virginie de Beco, Sennheiser’s Global Head of Consumer Marketing. Virginie is also a Fellow of the Marketing Academy.
Keynote: Customer Freak
How to grow a business in times of rapid change and market disruption? Thomas Barta provides a radical perspective: make everybody inside the firm a customer leader.
Formula 1 CMO Ellie Norman: “Hold Your Nerve”
Recently I sat down with Formula 1 CMO Ellie Norman to talk about the F1 transformation, and what happened to the famous lycra Grid Girls.
Why firms need more marketers—now
It's 2020 and for many in marketing, life is tricky. Reports of layoffs, budget cuts—and plenty of uncertainty. When you think about it: it's odd. Marketers live to help the firm find customers,...
The time for marketing is now (again)
For marketers, a massive window for change has just opened—and the prize is big. Let’s face it, marketing missed its last slot. Digital technology should have given marketers unprecedented...
How will life look after the crisis?
Marketers are facing a major problem. Post-virus, how will markets change? What are the trends? Trends are a simple way to plot the future. More video meetings, more online courses, more home...
Never let a good crisis go to waste
Making change happen is tough. New products? Too risky. Agile working? Maybe next year. Better digital tools? We’ll look into it. Why change when life is good? Toys “R” Us, Pan Am, Nokia,...
What could you create in 90 days?
Business life is a rat race. So many meetings, presentations, emails. Breakfast to go. Working lunch. Late dinner. It’s crazy. Then, all of a sudden, things grind to a halt. The meetings get...
Complete this sentence about the future
It all started in 2020. The world was just beginning to grapple with a pandemic. Shops and schools had to close. Events were cancelled. Firms asked people to work from home. Global travel ground to...
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BY THOMAS BARTA
