Doing marketing isn’t the same as leading marketing. Executives who know how to lead marketing outperform those who just do it. How can marketers succeed? Professor Patrick Barwise and I wanted to know. So, we’ve conducted the…
Who thrives? The people who have more than just ideas. The people who figure out how to make stuff happen, how to mobilize people, how to ship. A few days ago, I sat down with Rusty Pepper…
Fran Crippen loved the water. The US long-distance swimmer had beaten his competition many times. 7 medals in 6 years—one gold, four silver, two bronze. Olympic games in reach. Expectations were high for the Fujairah Marathon Swimming…
A few days ago, The Marketing Society asked me to share with their senior marketers the insights from the largest ever study on marketer success. Seats were arranged in a circle, so I could see everyone’s eyes…
(From my Marketing Week column) When Marketing Week’s editor, Russell Parsons, asked me to write an article to accompany the launch of Marketing Week’s Top 100 Most Effective UK Marketers, I was torn. What’s to celebrate? This year…
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 schedule, and it’s either “up” or “out.” Perhaps your boss…
For my Forbes column I sat down with Mika Yamamoto, who left her mark at firms like Amazon, Microsoft and Adobe, to talk about what matters for marketing leadership success. Here’s a summary (you can read the…
When the numbers don’t add up, business dreams evaporate, change movements stall, projects die. Perhaps people love your idea. Perhaps no one asks if the numbers work out. But sooner or later, someone will. Ideally, that someone is you. Too many leaders…
On September 17 we’ll kick off the next Marketing Leadership Masterclass in association with Marketing Week. The current class is now graduating and the impact on people’s careers is already exceeding expectations. This is your chance to join at the…
Last weekend, my partner and I took a bicycle tour to a small village near our home, called Adendorf. Each year, it hosts an iconic garden exhibition – a sales show with plenty of champagne and canapés….
For the sixth year in a row, The Marketing Academy, McKinsey, Wisdom 8, and I will help 20 blue chip marketers on the way to CEO. This year – for the first time – we’ll run a…
For the sixth year in a row, The Marketing Academy, McKinsey, Wisdom 8, and I will help 20 blue chip marketers on the way to CEO. This year – for the first time – we’ll run a…
I thought I’ll copy you in on this Forbes interview I recently did with Drew Neisser, author of the book The CMO’s Periodic Table and host of the CMO podcast Renegade Thinkers Unite. Thomas Barta: Drew, you’ve interviewed over three hundred…
As a marketer, people are paying you for the firm’s most important job (next to innovation): finding customers – at the lowest possible cost. Finding customers is an art and a craft. The art is your work’s…
I love the Airbus A380. It’s an engineering masterpiece. The world’s largest airplane. Quiet. Spacious. Loved by passengers. Yet the A380 demonstrates what happens to businesses and careers when ‘cool’ trumps ‘relevant’. The A380 promised a solution…
I love the Airbus A380. It’s an engineering masterpiece. The world’s largest airplane. Quiet. Spacious. Loved by passengers. Yet the A380 demonstrates what happens to businesses and careers when ‘cool’ trumps ‘relevant’. The A380 promised a solution…
Who’s the most powerful person in a firm? The CEO? No. The CFO? No. The head of sales? No. It’s the customer. When a customer complains, the CEO sits up. When a customer wants to leave, the…
“You can help us build a love brand. I want to hire you,” the CEO said. Nina was thrilled. Her last years in consumer goods had been tough. Tight margins. Aggressive competitors. A firm, in which everyone…
Who wants to be a middle manager? Not many people. It’s nice to be the trainee – young and cool; it’s nice to be the CEO – with all the power. But the rest? Stuck in the…
Everyone in the boardroom turned to me in anger. I spent much of my former career doing two jobs: leading large brands and running major marketing transformation programmes. I loved both. And in both, when it came…
We love the familiar, the recognisable, the known. And when it comes to picking a team member, many people are looking for a clone. Men recruit men. Creatives recruit creatives. Number crunchers recruit number crunchers. It’s easier…
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