by Thomas Barta | Nov 11, 2017 | Marketing Leadership
When it comes to marketing, everyone from the junior IT recruit to the chairman’s spouse seems eager to pitch their take. So, what’s the playbook when you’re on the receiving end of these ideas? Picture this: The CEO drops a classic G.M.O.O.T....
by Thomas Barta | Nov 11, 2017 | Marketing Leadership
Customer focus is a honorable thing. But it can be tricky–in part because of the three main gaps that every customer leader faces: 1. The Trust Gap ‘Trusted adviser’ is a common term in many languages. ‘Trusted marketer’ is not. But why are customer leaders not...
by Thomas Barta | Nov 11, 2017 | Marketing Leadership
Every firm needs customer-minded leaders. New research shows: these customer leaders do better when they serve both customer needs and company needs. Leading with customers in mind can be tricky. In all organizations, customer leaders are facing at...
by Thomas Barta | Nov 1, 2017 | Marketing Leadership
Influential leaders are associated with profitable revenue. Too many executives aren’t. They’re missing out. Time to get into the revenue camp. Profitable growth (the sustainable kind) is high on every CEO’s mind. In fact, next to strategy and organization,...
by Thomas Barta | Oct 18, 2017 | Marketing Leadership
Authentic leadership is a powerful idea. But if you believe authentic means ‘just being yourself’, you may end up in a mess (from my Marketing Week column). Patrick Barwise and I consider ourselves lucky. Reviews for our book The 12 Powers of a Marketing...
by Thomas Barta | Sep 19, 2017 | Marketing Leadership
The label ‘digital’ makes marketers throw all leadership rules overboard (from my Marketing Week column). I love technology. When new tech stuff comes out, I immediately fall victim to the ‘wannahave’ mentality. For some it’s shoes. For me it’s gadgets. But...
by Thomas Barta | Aug 18, 2017 | Interviews
In this Forbes interview with Andrea Sullivan, Global CMO of Interbrand, several key insights into successful CMO leadership were discussed: The Role of a CMO: CMOs play a crucial role in driving sales, talent acquisition, and building a legacy for their companies....
by Thomas Barta | Jul 18, 2017 | Marketing Leadership
Marketing is only one piece of the customer experience puzzle. To create a truly remarkable experience, other departments must also be heavily involved. The challenge is that colleagues in these other departments don’t perhaps report directly to you. You must find...
by Thomas Barta | Jul 7, 2017 | Interviews
In this interview with Aniko DeLaney, Global Head of Corporate Marketing at BNY Mellon, we explored several essential aspects of successful CMO leadership: The Joys of Marketing Leadership: Aniko DeLaney finds immense satisfaction in her role due to the opportunity it...
by Thomas Barta | Jun 30, 2017 | Interviews
In this interview with Lizzy Johnson, Global Brands and Marketing Director of Quintessential Brands, we delved into the key elements of successful CMO leadership: The Joys of Marketing Leadership: Lizzy Johnson finds immense fulfillment in building remarkable brands...
by Thomas Barta | Jun 15, 2017 | Interviews
In this Forbes interview with Nina Bibby, CMO of Telefonica UK (O2), the discussion revolved around the qualities and strategies that contribute to the success of a CMO: The Role of Marketing in Inspiring: Nina Bibby views marketing as a means of inspiring both...
by Thomas Barta | Jun 2, 2017 | Interviews
In this interview with Suzi Watford, EVP and Chief Marketing Officer of The Wall Street Journal, the discussion highlights key aspects of what makes a successful CMO: Passion for the Industry: Watford expresses her passion for working in the newspaper and media...
by Thomas Barta | May 2, 2017 | Marketing Leadership
For leaders to overcome strong beliefs inside the company, showing facts may not be enough. Your better bet is to ask a powerful question: “How, exactly?” (from my Marketing Week column). Shortly before the 2016 US presidential election, a nuclear bomb hit...
by Thomas Barta | Apr 24, 2017 | Interviews
In this Forbes interview, Dan Ramsey, Consumer Marketing Director of BT, shares insights on successful CMO leadership: Being at the Heart of the Business: Ramsey emphasizes the opportunity for marketing leaders to make a significant impact and contribution to the...
by Thomas Barta | Apr 10, 2017 | Interviews
In this interview with Paul Gottsegen, Chief Marketing & Strategy Officer of Mindtree and former top marketer at Infosys, HP, and Dell, several key insights on successful CMO leadership emerge: Leadership in Marketing: Paul Gottsegen finds the greatest...
by Thomas Barta | Mar 17, 2017 | Interviews
In this interview with Claire Cronin, CMO of Virgin Atlantic, several insights into successful CMO leadership are highlighted: Connecting to a Higher Purpose: Claire emphasizes that marketing leaders play a crucial role in connecting everyone in the organization to a...
by Thomas Barta | Mar 15, 2017 | Marketing Leadership
Marketers have a reputation for being overwhelmed and always late, but it does not have to be that way (from my Marketing Week column). It was one of those baffling days. I was giving a closing keynote speech at a conference, but the event ran late and my...
by Thomas Barta | Feb 24, 2017 | Interviews
In this interview with Syl Saller, Diageo’s Global CMO, we discussed several insights into successful CMO leadership—from her remarkable career: Marketing as a Growth Engine: Marketing at Diageo is perceived as a growth engine that focuses on understanding...
by Thomas Barta | Feb 17, 2017 | Marketing Leadership
What’s the best tool for recruiting the wrong people? A long competency list. If you want too much, you may simply not spot the best marketing leaders. Cut to the chase and ask yourself a simple question: “What distinctive skills do we need?” (from my cmo.com...
by Thomas Barta | Feb 3, 2017 | Interviews
In this interview with Rashmy Chatterjee, IBM’s North American CMO, several key insights into successful CMO leadership are highlighted: Marketing’s Role in Transformation: Marketing at IBM is seen as a transformational function that leads in repositioning...
