Coca-Cola’s ditching of its chief marketing officer role for a chief growth officer is a clear warning to CMOs: stand for growth, or lose it all. Thomas Barta, co-author of ‘The 12 Powers of a Marketing Leader’, explains.
Marketers have a reputation for being overwhelmed and always late, but it does not have to be that way, says Thomas Barta, marketing leadership expert, speaker and co-author of ‘The 12 Powers of a Marketing Leader’.
Marketers need to do a better job at marketing the value of marketing to the rest of their business. First step? Lose the jargon, says Thomas Barta, marketing leadership expert and co-author of leadership book ‘The 12 Powers of a Marketing Leader’.
Twitter and Amazon’s broadcasts have failed to match TV’s enduring reach but digital viewing will inevitably grow, so are ad partnerships the answer or is that just another route in for digital’s Trojan horse?