Thomas Barta Blog
How To Recruit The Wrong Marketers?

How To Recruit The Wrong Marketers?

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?” People often tell me:...

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Dear CFO: Trust Your Marketer!

Dear CFO: Trust Your Marketer!

Hand over heart: What do you think of marketers? Many CFOs think that marketers talk bollocks, don’t understand the company, and simply can’t be trusted. To be fair, they sometimes have a point. But most of their perceptions are wrong—there’s more common ground than they may think. In fact, marketing most likely determines the fortunes of your company.

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Why Firms DO Need CMOs

Why Firms DO Need CMOs

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.

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When Leaders Need A Bulldozer

When Leaders Need A Bulldozer

Leadership means sticking to decisions unless there’s a very good reason to change or stop. If you’re leading these meetings, stay calm, refer to the old plan, raise the issues, and suggest solutions. Successful CMOs are great consensus-builders. But at times, “renting a bulldozer” comes in handy.

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Cannes 2016–Five Takeaways For CMOs

Cannes 2016–Five Takeaways For CMOs

There’s lots of encouraging news coming out of Cannes. While marketing still faces tactical challenges—social media, big data, ROI, to name just a few—the prevailing belief is that CMOs are back in the driver’s seat. They’re cutting through the clutter and refocusing their attention on what really matters: great work that drives the business.

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Great Teams Love Having A Good Fight

Great Teams Love Having A Good Fight

Consumers’ lives wouldn’t be the same without Diet Coke, the Swiffer, or Red Bull. CEOs would certainly miss telling the success stories behind how these brands were created and marketed. But the real key behind many successful products is innovation. And to truly innovate, marketing teams need constructive conflict.

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Marketing Leadership Sessions @ Adobe Summit

Please join me for the marketing leadership sessions I'll be leading at the Adobe Summit 2015 in London, 29-30 April. Together with industry pros and innovators, marketers explore how to lead the digital transformation in their organizations. Leading the digital...

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Jobs or Wozniak?

Jobs or Wozniak?

'Apple boss Steve Jobs, who died recently, still gets many more Google hits than Steve Wozniak, his former partner and ingenious developer of the legendary Apple I computer of 1976. Why? Because expertise is not enough to inspire people and excite markets. Jobs...

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