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...
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 (From my Marketing Week column). Replacing the Coca-Cola CMO with a chief growth officer may make temporary sense...
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
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: it’s time to up the game in team skills building
Every CMO agrees: skills are central for marketing teams’ business impact and internal standing. But when it comes to building those skills, the marketing department is too often undermanaged and underfunded. It’s time for CMOs to catch up (from my cmo.com column)....
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 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
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
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?
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...
Podcast: Getting your CEO to buy in
How could you get traction inside the C-Suite? How could you get the CEO to listen? In this new podcast with Jeff White and Carman Pirie at The Kula Ring, we discussed how leaders can get buy-in at the top—and enjoy the journey. You can listen to it here.
