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CMO Strategy Insights

CMO Strategy Insights

Successful CMOs master strategy beyond just marketing. This list? It’s all about higher-level CMO strategy: investments, budgets, organization. 

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Essential reading

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CMO Central

How global senior marketers drive business and shape their own careers.

CMO Strategy Insights

CMO Strategy Insights

Successful CMOs master strategy beyond just marketing. This list? It’s all about higher-level CMO strategy: investments, budgets, organization. 

CMO Leadership Insights

CMO Leadership Insights

Successful CMOs are skilled leaders. Here’s a “cheat sheet”. After 15 years of digging through research and insights on CMO leadership, I’ve found a few standout pieces

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Tools & Workshops

Level up your growth leadership game.

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Keynotes

Change leadership keynotes by Thomas.

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1-Minute Series

Marketing leadership nuggets: bite-sized insights for success.

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Interviews

Dialogues with global change leaders.

Forbes CMO Leadership Talk: Boutros Boutros, Emirates

Forbes CMO Leadership Talk: Boutros Boutros, Emirates

For my Forbes CMO column, I sat down with Emirates’ marketing head Boutros Boutros. Together with his team Boutros has built one of the world’s most admired airline brands. Here are three nuggets you might find interesting:

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Podcasts

In conversation with Thomas Barta.

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In case you missed it …

Every article? In perfect chronological order.

CMO Strategy Insights

CMO Strategy Insights

Successful CMOs master strategy beyond just marketing. This list? It’s all about higher-level CMO strategy: investments, budgets, organization. 

CMO Leadership Insights

CMO Leadership Insights

Successful CMOs are skilled leaders. Here’s a “cheat sheet”. After 15 years of digging through research and insights on CMO leadership, I’ve found a few standout pieces

Does the CMO matter? 5 facts every CEO must know

CMOs and the ‘confidence thing’

Marketers often 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: confidence.

Does the CMO matter? 5 facts every CEO must know

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 the books!

Does the CMO matter? 5 facts every CEO must know

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.

Take the Marketing Leadership Test

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。

The time for marketing is now (again)

How to get promoted

Making it to the next level can be exciting. More responsibility, more options, more pay. But how to get promoted? Perhaps your firm has a fixed promotion...

Make the middle manager cool again

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...

The hidden power of the marketing funnel

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.

How will life look after the crisis?

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.

Never let a good crisis go to waste

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.

What could you create in 90 days?

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....

What could you create in 90 days?

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.

How will life look after the crisis?