Thomas Barta
August 30, 2019

150: What Makes a Marketing Leader

Guest: Thomas Barta - Author & CMO Expert,

What’s it take to be a marketing leader? Well, you can have boundless knowledge of metrics, have a mind for strategy somewhere in the neighborhood of Sun Tzu’s, and write copy that would make Hemingway blush, but just having the sharpest tools on your belt won’t cut it. Above all else, you need to able to mobilize your team.

As Thomas Barta puts it, you need to be energetic, you need to inspire, and you need to be a role model. As the authority on marketing leadership, you’d be wise to heed his call. Barta was a partner and senior marketer at McKinsey, led the world’s largest study of marketing leadership (68k+ assessments!), published a book on the subject, and is a regular contributor for multiple news outlets. He’s consulted and marketed for 20+ years, in 14 industries, across 45 countries. You could say he’s picked up a thing or two on the way—tune in to this week’s special episode, recorded with a live audience of top-tier marketers and CMOs (who contribute along the way), to hear more about marketing leadership, effective attribution, learning from the customer voice, and more.

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Quotes from Thomas Barta

I always learn the most from consumers, if I’m very honest. Those are the people who tell us what we need to do.
How do you react to some who promises they know the future? You just laugh.
Most CMOs are very good at figuring out what the company needs when they put their mind to it. What’s a little bit harder for a lot of CMOs, is seeing themselves as role models, as people that have to mobilize the team. You can have all the skills, but you need to be a very energetic person, and a very inspiring person. That’s what will help put it together in the right way.

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