2020 Summer Webinar Series

Marketing’s time is now!

Time for Bravery and Purpose

July 9, 2020

featuring THOMAS BARTA

Marketing Leadership Expert

For marketers, a massive window for change has just opened—and the prize is big.

Let’s face it, marketing missed its last slot. Digital technology should have given marketers unprecedented powers—the power to understand customers; the power to increase returns; the power to shape the C-suite agenda. Naturally, the CMO stature should have risen. Marketing should have finally become the central function. It didn’t come that way. Too many top CMO's still haven't found their power formula. Too many marketers got lost in digital tactics. And too many CEOs still don’t get why customer focus matters. Slot missed.

Then came COVID-19. For many firms, the COVID-19 was also their digital hour of proof. This proof that has suddenly pushed open a massive window for marketing change. The pandemic has achieved what CMOs have tried to push for years—proving the case for data-driven marketing. All over the world, marketing and sales teams have suddenly pulled together to make ends meet, pooling data sources, diving deep into insights. 

Armed with proof, brave marketers are now taking charge and proposing bold changes to how companies operate. It’s not about tools. It’s about radical customer focus.

Excerpts from TRYTHIS .BLOG BY THOMAS BARTA, June 15, 2020

In our 2nd Summer Series CFG Webinars with Thomas Barta, listen to what true bravery in marketing means from Barta as well as our own colleagues who shared their own stories of finding new purpose and being helpful to clients as well as their business partners. 

At core of what makes marketing successful is purpose. Step up for your purpose!


As always, the resources presented in this publication can be shared with your teams and  colleagues. All materials are available also in the Resource Library in the 2020 Webinars folder on our CFG Website.

Recording Link  (PW: 4NjcJPUS)
Thomas's Presentation

Additional Resources from Thomas Barta:



New April 2021 Marketing Leadership Masterclass


Follow Thomas on LinkedIn

You can reach Thomas at


Thomas Barta is one of the world's premier marketing leadership experts. ​ Thomas is a former McKinsey partner. He studies how people transform organizations--including the world's largest study, with over 67,000 executive assessments, on what makes for an impactful customer leader. ​​ Thomas has consulted and marketed for over 20 years, in 14 industries, in 45 countries. His clients include many of the world's most prominent organizations, including over two dozen from the Fortune 500. ​​ After a fast-track marketing career at Kimberly-Clark, Thomas joined McKinsey to help CEOs deliver profitable growth in a bigger way. For several years, he shaped McKinsey's highly successful client relationship strategy as the firm's Global Director of Client Services. ​​ As a dean of McKinsey's highest-rated program, Thomas trained more than one thousand firm leaders on making change happen without formal authority. ​​ Thomas has spoken to thousands of executives worldwide -- at events for firms as diverse as Adobe, Google, IBM, SAP, and The Financial Times -- about breaking silos and actualizing customer focus--in today's global, digital world. ​​ Thomas serves as the long-standing leadership dean for the CMO Fellowship Program. ​​

Thomas is the author of the #1 marketing leadership book The 12 Powers of a Marketing Leader with Patrick Barwise. His columns appear frequently in Forbes and Marketing Week. He has guided CFG marketing leaders since 2014.

NEXT WEBINAR: Thurs., July 30 at 11:10 A.M. (ET). 
Benchmarking Evolving Best Practice in the Virtual Conference Space 
featuring Ei Advisory's Leuan Perkins & Tony Jarvis

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