Latest articles
Executives must prepare for the end of the click
If your growth model still depends on paying for search, you’ll soon be out of luck. Strong brands and direct customer relationships will decide the winners.
All I want for Christmas is for ‘performance marketing’ to vanish
Two small words can do big damage. ‘Performance marketing’ gives marketers and C-suites the wrong idea about return on investment and needs to be retired.
What Amazon’s 14,000 layoffs reveal about AI’s grip on marketing
AI is leading to layoffs in areas such as SEO and ad production, but the challenge remains the same: make yourself irreplaceable by creating value.
Why People Buy: Three Lessons from a Market Research Meltdown
The oldest—and hardest—growth leadership question is: “Why do people buy?” Most people simply delegate the answer—feeding a US $140 billion research industry. The problem? Many results are skewed, unreliable, or plain wrong.
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Essential Reading
Take the Growth Leader Test
Discover if you’re a growth leader with our research-based assessment. Analyze your leadership style across 3 key dimensions that drive business growth.
Why effective leaders must manage up, down, and sideways
New research shows: successful executives know how to lead their bosses and colleagues.
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CMO Success
CMO Strategy Insights
Successful CMOs master strategy beyond just marketing. This list? It’s all about higher-level CMO strategy: investments, budgets, organization.
Japanese marketing leadership articles / マーケティングリーダーシップに関する記事
Japanese marketing leadership articles by Thomas / マーケティングリーダーシップに関する記事
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Keynotes
Keynote: The Wingmate Effect—Collective Leadership in Turbulent Times
Successful leaders rally their teams, drawing from the collective strength of their crew. I’ve come to call them Wingmates.
Keynote: Customer Freak
How can CEOs build organizations that grow in times of rapid change and disruption? Hire more customer freaks.
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1-Minute Series
Marketing leadership nuggets: bite-sized insights for success.
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Interviews
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Thomas Barta: Blog
Every article. In perfect chronological order.
Executives must prepare for the end of the click
If your growth model still depends on paying for search, you’ll soon be out of luck. Strong brands and direct customer relationships will decide the winners.
CEOs should stop mistaking their opinions for the market
Corporate leaders increasingly claim they are speaking for the market. In reality, they are often speaking for themselves
The Warehouse CMO’s pause on ad spend isn’t reckless, it’s marketing leadership
The New Zealand retailer’s decision to pause ad spend for eight weeks isn’t the cavalier move some say, but an A/B test all marketers should follow closely.
A New Year’s Wish: Let’s Ditch Brand Marketing
Performance marketing has an evil twin: brand marketing – another term that promises clarity, but mostly delivers the opposite.
All I want for Christmas is for ‘performance marketing’ to vanish
Two small words can do big damage. ‘Performance marketing’ gives marketers and C-suites the wrong idea about return on investment and needs to be retired.
What Amazon’s 14,000 layoffs reveal about AI’s grip on marketing
AI is leading to layoffs in areas such as SEO and ad production, but the challenge remains the same: make yourself irreplaceable by creating value.
Why People Buy: Three Lessons from a Market Research Meltdown
The oldest—and hardest—growth leadership question is: “Why do people buy?” Most people simply delegate the answer—feeding a US $140 billion research indust…
Why Apple was (probably) right again
Meaningful product tweaks enable incremental sales, and while most marketers don’t influence product, they can gradually change that.
Take the Growth Leader Test
Discover if you’re a growth leader with our research-based assessment. Analyze your leadership style across 3 key dimensions that drive business growth.
Growth Colony podcast: If AI had the answer, what’s your question?
What makes or breaks marketing leaders? The ability to lead the growth agenda. I recently joined Vinnie Romano’s Growth Colony podcast to talk marketing…
CMO Strategy Insights
Successful CMOs master strategy beyond just marketing. This list? It’s all about higher-level CMO strategy: investments, budgets, organization.
Is brand activism endangering your business?
From our Harvard Business Review article: Brand activism’s tricky. You care about a cause. Your customers want action. You’re ready to dive in. But hold up.
Apply now for the 2025 CMO Fellowship
CMOs already know: The Marketing Academy CMO Fellowship is one of the top leadership programs out there. And here’s the thing—it’s closing soon.
CMO Leadership Insights
Successful CMOs are skilled leaders. Here’s a “cheat sheet”. After 15 years of digging through research and insights on CMO leadership, I’ve found a few stan…
Japanese marketing leadership articles / マーケティングリーダーシップに関する記事
Japanese marketing leadership articles by Thomas / マーケティングリーダーシップに関する記事
Keynote: The Wingmate Effect—Collective Leadership in Turbulent Times
Successful leaders rally their teams, drawing from the collective strength of their crew. I’ve come to call them Wingmates.
Keynote: Trusted Advisor—Building Client Relationships in an AI world
The AI era needs new skills. Building client trust now isn’t about the right answers. It’s about the right questions. It’s about understanding.
The Marketing Leadership Masterclass
The Marketing Leadership Masterclass is the complete toolkit to help marketers build their influence and boost their career.
The Global CMO Fellowship
Applications for the European CMO Fellowship 2024 are now open (and close 16 October)!
Keynote: When is Your Moment … to be Brave?
Thomas’s new research unveils a profound truth: transformation begins when talented dare to leave their comfort zones—and go big!
What is Marketing Leadership?
Insights from the world’s largest ever study on CMO impact and success.
The 12 Powers of a Marketing Leader
Thomas Barta and Patrick Barwise decode the secrets of marketing leadership success.
Take the Marketing Leadership Test
Within 5 minutes, find your Marketing Leadership strengths. Free. Anonymous. Fun!
The Marketing Leadership Masterclass: Sep 12, 2023
The Marketing Leadership Masterclass is back! Starting September 2023, the next global group of marketing leaders will get together to learn the secrets of…
Does the CMO matter? 5 facts every CEO must know
Five separate studies leave no doubt: CMOs and strong marketing teams are essential for company success.
What makes a CMO successful? Lessons from over 300 Interviews
What author and podcast hosts Drew Neisser learned from interviewing over 300 chief marketing officers.
Marketers need more sense to stem the tide of CMO firings
CMO Transitions are happening at an unprecedented rate. What to do?
Podcast: Marketing Leadership Powers
What are the challenges for marketers this year? Conor Byrne and Thomas explore.
Keynote: The 12 Powers of a Marketing Leader
Experience the keynote from the world’s largest ever study on marketers’ success.
If CMOs don’t stand for growth, they stand for nothing
Coca-Cola’s ditching of its chief marketing officer role for a chief growth officer is a clear warning to CMOs: stand for growth, or lose it all.
