by Thomas Barta | Jan 5, 2018 | Marketing Leadership
The best marketers are masters of branding, pricing and communication. But pulling off a great marketing career is a whole other story. “Let’s talk about your career.” If you ever want to stop a marketer in his or her tracks, try this sentence. Marketers aren’t...
by Thomas Barta | Jan 5, 2018 | Marketing Leadership
Unless executives step up and take the lead, great customer experiences will remain a corporate fantasy. Looking for buzzword bin go ideas? Just listen to virtually any CEO speech on customer experience (CEX). Although there has never been more CEX talk, the...
by Thomas Barta | Dec 19, 2017 | Tools & Workshops
CMO coaching: step up, break the silos, make growth happen Each year, I personally coach a select groups of international CMOs and change leaders to help them: Become a more effective CMO: CMO coaching to help you raise your game inside the organization,...
by Thomas Barta | Dec 15, 2017 | Marketing Leadership
Many executives are keen to inspire customers. But to actualize great customer experiences, inspiring the organisation may just be as important. When I’m not speaking at conferences, I sometimes teach masterclasses to help marketers raise their boardroom profile. Not...
by Thomas Barta | Dec 15, 2017 | Marketing Leadership
The best marketing strategy will go nowhere if leaders can’t convince colleagues about the right course of action. Some time ago, a CMO asked me to assess his global team’s capabilities. After two years and a six-figure training investment, marketing – in the eyes of...
by Thomas Barta | Nov 28, 2017 | Marketing Leadership
Too many executives ask for promotion based on tenure or their employer’s generosity. A better approach is to help solve a real company problem. Not long ago, I spoke at a large international technology conference. The hall was crowded, full of tech-savvy marketers....
by Thomas Barta | Nov 11, 2017 | Marketing Leadership
How to mobilize colleagues for large-scale change—especially if that change might be seen as unpopular? Use your secret weapon: “Listen, Decide, Communicate” or “LDC”.Let’s examine each step of LDC separately. Listen First, seek out the key...
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...
