Watch out for the swing to short-termism
Thomas BartaThe departure of M&S’s highly acclaimed marketing leaders last month sends a clear message to marketers: stay in sync with the C-suite or life will be very difficult.
The departure of M&S’s highly acclaimed marketing leaders last month sends a clear message to marketers: stay in sync with the C-suite or life will be very difficult.
Facebook’s current data woes point to a bigger challenge: marketers must stop delegating responsibility and take charge of marketing communication again.
The recent #MeToo campaign is a reminder of the important role we all have as leaders: building confidence.
Leaders may unknowingly be suffering from a career disease that harms their abilities, but cures are available.
Success in a customer-facing role is all about mobilising two groups of people that most leaders overlook: their bosses and their colleagues.
The tech explosion can be daunting but fear not, learn the power of zooming out and shaking off any insecurities when faced with digital.
The best marketers are masters of branding, pricing and communication. But pulling off a great marketing career is a whole other story.
Too many marketers ask for promotion based on tenure or their employer’s generosity. A better approach is to help solve a real company problem.
Authentic leadership is a powerful idea. But if you believe authentic means ‘just being yourself’, you may end up in a mess.
The label ‘digital’ makes marketers throw all leadership rules overboard. They shouldn’t.
Even the best marketing strategy, driven by the deepest of customer insights, will go nowhere if you can’t convince colleagues it is the right course of action.
Inspiring customers is high on every marketer’s agenda but to realise great marketing, inspiring your organisation may matter even more.
Unless marketers step up and take the lead, great customer experiences will remain a corporate fantasy.
For marketers to overcome strong beliefs inside the company, showing facts may not be enough. Your better bet is to ask a powerful question: “How, exactly?”
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.