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The hidden power of the marketing funnel

The hidden power of the marketing funnel

Last weekend, my partner and I took a bicycle tour to a small village near our home, called Adendorf. Each year, it hosts an iconic garden exhibition – a sales show with plenty of champagne and...

The CMO Fellowship is back

For the sixth year in a row, The Marketing Academy, McKinsey, Wisdom 8, and I will help 20 blue chip marketers on the way to CEO. This year - for the first time - we'll run a U.S.-based program in...

Ask customers for feed-forward, not feedback

Ask customers for feed-forward, not feedback

Who’s the most powerful person in a firm? The CEO? No. The CFO? No. The head of sales? No. It’s the customer. When a customer complains, the CEO sits up. When a customer wants to leave, the head of...

To instigate change, first build credit

To instigate change, first build credit

“You can help us build a love brand. I want to hire you,” the CEO said. Nina was thrilled. Her last years in consumer goods had been tough. Tight margins. Aggressive competitors. A firm, in which...

Make the middle manager cool again

Make the middle manager cool again

Who wants to be a middle manager? Not many people. It’s nice to be the trainee – young and cool; it’s nice to be the CEO – with all the power. But the rest? Stuck in the sandwich’s middle. No longer...

Have more skin in the game

Have more skin in the game

Everyone in the boardroom turned to me in anger. I spent much of my former career doing two jobs: leading large brands and running major marketing transformation programmes. I loved both. And in...

Don’t recruit yourself

Don’t recruit yourself

We love the familiar, the recognisable, the known. And when it comes to picking a team member, many people are looking for a clone. Men recruit men. Creatives recruit creatives. Number crunchers...

Thrive in a matrix organisation

Thrive in a matrix organisation

Do you thrive in a matrix organisation? In a matrix, everybody is in charge--and nobody has all the power. The person who can tell sales what to do, doesn't exist. The person who can tell product...

To make change happen, ditch your ego

To make change happen, ditch your ego

Trust in politicians has evaporated. Consumer trust in brands is at an all-time low. And too many executives don’t trust their bosses. What’s the problem? Perhaps it’s professionalism? Brexit, for...

Beware the ‘binfluencer’

Beware the ‘binfluencer’

The internet is great. If you know something and you want to write a blog that 100,000 people read, you can. If you want to do a podcast that 100,000 people hear, you can. The internet is also great...

Three ways to be a bolder leader

Three ways to be a bolder leader

Brave leaders change the world. Air traffic controller Anthonius Gunawan saved the 160 souls on board Batik Air 6231, by staying in the tower, so the plane could escape minutes before the earthquake...

To drive change, walk the halls

To drive change, walk the halls

You are in the business of change. In fact, we are all in the business of change. We try to get customers to accept our offer. We try to get colleagues to support our cause. We try to get friends to...

Tackle big issues

Tackle big issues

Hard work is appreciated. Or so people hope. That’s why they put in the long hours, go the extra mile, give their best. But then, things go nowhere. The big meeting gets cancelled, budgets get cut,...

Join the Marketing Leadership Masterclass

Join the Marketing Leadership Masterclass

Successful marketers and agency leaders aren’t born. They’re made. The Marketing Leadership Masterclass is the go-to workshop for people who want more influence to make change happen.

Use the power of the bottom right-hand corner

Use the power of the bottom right-hand corner

To make change happen, shed light on the issue. Measure customer feedback, costs, time wasted – whatever your currency is. Make sure your data is solid. Praise those in the top left corner who are doing well; no need to shame those in the bottom right-hand corner – the chart will do it for you.

Build someone’s confidence

Build someone’s confidence

Tell people how you got to where you are. Talk about the hurdles. Share your tricks. Give hope. As a leader, the most precious thing you can help others build is confidence. And it’s free.

Have a good fight

Have a good fight

For breakthrough results, harmony isn’t the recipe. Fighting is. Under one condition: the fight has to be constructive.

Make the middle seat wider

Make the middle seat wider

Tell customers it’s a middle seat upfront. Then, be generous. Give people a free drink, more air miles, a discount coupon, an extra report, your premium service package. Make the middle seat wider.If people feel good about your middle seat, they may come back. For sure, it’s fair.

Lean in, really

Lean in, really

Sheryl Sandberg has a point. In her book ‘Lean In’, Facebook’s current COO asks women, “What would you do if you weren’t afraid?” Sandberg is a public role model. Her book has empowered millions of...

Find your proper shoe size

Find your proper shoe size

“What’s the point of the Chief Marketing Officer (CMO)?” I asked Marketing Week readers that question. Why? Well, here is a baffling paradox: Each day, the world’s marketers create billions of cash...

Travel more

Travel more

Use the power of travel for change. In organizations, get people to meet customers, switch departments, take on cross-functional work. Do the same yourself—and leave your country now and then. That one new perspective, that one new idea, that one new priority that you acquire can make all the difference.

Make something better

Make something better

Elvis didn’t invent rock 'n' roll. Steve Jobs didn’t invent the smartphone.* Google didn't invent web search. All three took an idea, twisted it, made it better—and changed the world. People love...

Meet the skeptics

Meet the skeptics

Reach out to three people who disagree. With your project. With your political perspective. With your moral view. Listen and say: “Thank you.” It’s not about making promises. It’s about genuinely learning what it will take to bridge the gaps.

The 12 Powers: Limited Time Bulk Deal

The 12 Powers: Limited Time Bulk Deal

I've got good news. Until December 1st, our publisher, McGraw-Hill and 800-CEO-READ offer a 40% bulk discount for our marketing leadership book The 12 Powers of a...

Who trusts a marketer?

Who trusts a marketer?

To fix marketing’s perception problem, marketers must overcome the fear of forecast, measure what matters, and make selling a purpose again

The 100-Marketers Challenge

To bring the insights from the world’s largest ever study on marketing leadership to 1,500 marketers at all levels, Thomas and Patrick are giving away two hours of free team learning to 15 marketing teams in 2018 and 2019. Places are limited!

For influence, abandon your desk

For influence, abandon your desk

Many leaders still spend most of their time in the office, but the most important part of their role – creating organizational change – requires face-to-face contact with those outside their department

2019 CMO Fellowship: Applications are open

Who are the most talented global marketers--with clear board potential applications are now open for the 2019 Fellowship, a (free) 9-month mentoring, coaching and learning programme, geared to...

New York and London

Nominations are now open for the first US-based Marketing Academy Scholarship–the program that brings together CEO’s, CMO’s, authors, experts, inspirational speakers, founders of charities and sporting legends to contribute to the curriculum on a pro-bono basis, ensuring the Scholarship is a totally unique and immensely powerful learning experience.

Ogilvy’s rebrand reveals an ad industry in confusion

Ogilvy’s rebrand reveals an ad industry in confusion

Agencies, like brands, need consistency. Agencies used to have access to the C-suite within brands but that’s no longer the case. It’s time for agency leaders to step up and rebuild agency C-suite relevance again

TryThis-blog

TryThis
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BY THOMAS BARTA

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