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Keynote: The 12 Powers of a Marketing Leader

Keynote: The 12 Powers of a Marketing Leader

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 everybody to take a risk. This isn't a marketing talk. Thomas makes the case...

Why CMOs are always the first to go

Why CMOs are always the first to go

The average chief marketing officer in large U.S. firms leaves after just 4.1 years, while the CEO stays around for eight. It is not good for business   (from my cmo.com column). Korn Ferry’s latest numbers make for a chilling read. According to the search firm’s...

Why CMOs must side with the revenue camp

Why CMOs must side with the revenue camp

Influential business leaders are associated with revenue, yet too often marketers are not. They're missing the point. It’s time for CMOs to get into the revenue camp (from my cmo.com column). Profitable growth (the sustainable kind) is high on every CEO’s agenda. In...

CMOs and the ‘confidence thing’

CMOs and the ‘confidence thing’

Even top marketers sometimes ask: “Do I have what it takes to step up and shape my company’s customer agenda?” But when good marketers hold back, companies may struggle to grow and customers are worse off. That’s when it’s time to add more fuel into marketer’s tank:...

Why open books give you more power in the C-Suite

Why open books give you more power in the C-Suite

Why are CFOs so powerful? They have crucial and credible financial data every CEO wants to see. Competing with a CFO’s credibility can be hard if your own data is forward looking—or if your work’s impact is hard to  measure. Don't try to compete—change the game. Open...

How the CMO can add most value

How the CMO can add most value

The Chief Marketing Officer (CMO) is at the forefront of helping the company meet customer needs better than the competition (profitably, that is). In theory, the CMO role should be exalted, but reality is different. Too often, top marketers struggle to influence the...

Keynote: Customer Freak

Keynote: Customer Freak

Stop managing—start inspiring growth How can CEOs build organizations that enable growth in times of rapid change and disruption? Thomas Barta provides a radical perspective from the world’s largest ever study on customer leadership: hire more customer freaks! You...

マーケティングリーダーシップテスト:あなたの強みを見つける

マーケティングリーダーシップテスト:あなたの強みを見つける

マーケティングをリードするのはマーケティングをすると同じではありません。世界最大のマーケティングリーダーシップ調査では、マーケティングをリードすることは360度のタスクであることがわかりました。世界で最も成功しているマーケターは、上司、同僚、チーム、そして自分自身を巻き込む方法を知っています。...

McKinsey: Can CMOs and CFOs be friends?

McKinsey: Can CMOs and CFOs be friends?

CMOs and CFOs always had a special relationship. Could this change for the better? Tough effectiveness debates dominated the agenda for decades, as some marketing activities were notoriously hard to measure. But marketing metrics and big data have now entered the...