TryThis-blog

TryThis
.Blog

BY THOMAS BARTA

The_12_Powers_of_A_Market_Leader_Small
Research
What is marketing leadership?

What is marketing leadership?

In the world’s largest ever marketing leadership study, we found executives who lead marketing outperform those who just do it.

The number one reason why marketers fail

The number one reason why marketers fail

When marketers fail, both they and their organizations suffer. Yet many marketing officers still haven’t built the key foundation for success: alignment with the CEO. That’s perplexing.

How the CMO can add most value

In theory, the CMO role should be exalted, but reality is different. New evidence suggests many CMOs are missing the needs of an important customer: their own company. It’s time to change this.

5 facts about marketing every CEO (and CMO) needs to know

Even decades after leadership thinker Peter Drucker said his famous sentence “the business enterprise has two–and only two–basic functions: marketing and innovation” there’s still a—surprisingly lively—debate as to whether marketing’s (and marketers’) role should be exalted. Here are five research-backed facts that prove all marketing skeptics wrong. Marketing and CMOs are crucial for company success! Full stop.

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.

Why skilled marketers fail – and how to fix this

Why skilled marketers fail – and how to fix this

Seventy one percent of CMOs have strong top- and bottom-line impact, but over half are struggling in their careers. Better leadership skills would up the career prospects of many marketers. For our...

Customer focus matters most for growth

McKinsey: It takes a mix of talent to pursue a variety of growth strategies simultaneously. Companies looking for growth should focus on leaders with a capacity to understand customers’ evolving needs.

Egon Zehnder: The CMO, architect of consumer centricity

Egon Zehnder: Markets are merging; smart, self-confident consumers are sharing their views. As the voice of the consumer in the executive suite, today’s CMO must drive customer orientation and innovation, build bridges and bring skills.

CMO 2.0

A new study shows that the CMO role is now becoming an essential function in companies, but there is still a long way to go to achieve influence and control. Spurring CMOs on to take charge!

Future CMO challenges

What are the challenges facing CMOs? What are their worries? What ideas are available to help with these? IBM brings us the latest.

Do firms need CMOs?

A US study has caused a stir: firms with a CMO on the management team are not more successful than firms without a CMO. Do we need CMOs? CMOs now need to prove their worth.