Why marketers struggle in a rational world
Thomas BartaMarketers are more emotional than many of their colleagues, which makes earning respect difficult, but they can gain influence by speaking the language of logic.
Marketers are more emotional than many of their colleagues, which makes earning respect difficult, but they can gain influence by speaking the language of logic.
Marketing Week columnist Thomas Barta offers quick, practical tips to help marketers solve perennial problems and become better leaders.
Marketing Week columnist Thomas Barta offers quick, practical tips to help marketers solve perennial problems and become better leaders.
Marketing Week columnist Thomas Barta offers quick, practical tips to help marketers solve perennial problems and become better leaders.
In this new series, Marketing Week columnist Thomas Barta offers quick, practical tips to help marketers solve perennial problems and become better leaders.
High-performing teams know how to fight productively, so it’s the job of team leaders to encourage vigorous, balanced debate based on facts rather than emotions.
In this new series, Marketing Week columnist Thomas Barta offers quick, practical tips to help marketers solve perennial problems and become better leaders.
In this new series, Marketing Week columnist Thomas Barta offers quick, practical tips to help marketers solve perennial problems and become better leaders.
Does the role help marketing departments lead successful businesses or is it an overused title that promises more than most of its holders will be able to deliver?
Too many marketers are sticking rigidly to their contracted responsibilities: what they need is not a job description but a job purpose.
To be seen as more accountable, marketers must overcome the fear of forecast, measure what matters, and make selling a purpose again.
Marketers still spend most of their time in the office, but the most important part of their role – creating organisational change – requires face-to-face contact with those outside their department.
Want to lure the world’s best talent into marketing? You need to step up the profession’s standing first.
Marketers want a positive, do-good brand purpose but if they do harm before doing good, all integrity will be lost and brand purpose will go straight out the window.
Agencies, like brands, need consistency. Agencies used to have access to the C-suite within brands but that’s no longer the case. It’s time for agency leaders to step up and rebuild agency C-suite relevance again.