Here’s what it really takes for CEOs to support effective marketing when there are various challenges in the market. With tariffs looming, the ISM index slipping, and consumer confidence in decline, marketers can’t succeed without leadership that shows up, communicates clearly, and executes. Barry lays out how transformational leaders drive daily results, execute on big initiatives, and build engagement from the boardroom to the front line—especially when growth is slow and pressure is high. If you’re a CEO who wants better marketing outcomes, focus on more than the quarterly slide deck and start leading like it matters. No fluff. Just facts, frameworks, and a little fire. Guest: Barry Litwin—CEO of Test Equity and the former CEO of Global Industrial, Adorama, and Party City.
Leadership isn’t about titles, it’s about showing up—and in today’s high-pressure business climate, that can make or break performance. In this episode of B2B No Bull, hosts Liz and Mark Brohan welcome Barry Litwin, accomplished CEO and transformation leader, to talk about how great leadership drives growth, execution, and real results. Barry is currently CEO of Test Equity.
Barry has led billion-dollar businesses across retail and distribution, delivering bold transformations at companies like Global Industrial, Adorama, and Party City. He brings to the table a proven model for scaling growth, turning around struggling organizations, and aligning teams around what matters most.
Listeners will hear Barry’s Five-by-Five Framework—a strategy model that connects long-term vision (the North Star) to five must-win priorities over three years. He breaks down how to avoid the “strategy wish list” trap, and instead, focus resources where they move the needle.
But strategy alone isn’t enough. Barry details his three-part operating system for accountability: HUB Meetings for weekly metrics, Initiative Reviews for big priorities, and one-on-ones that build trust and unblock execution. He also shares how his Claw Back Plan helps businesses recover when they’re off-plan, without panic or finger-pointing.
From leading high-stakes “Big Bets” like a Salesforce CRM rollout, to establishing a cadence of clear communication that keeps boardrooms and breakrooms aligned, Barry delivers a masterclass in practical leadership. His advice is simple but powerful: be present, communicate deliberately, and build systems that keep momentum alive.
Whether you’re a CEO, marketer, or team lead, this episode is packed with tools you can use to lead like it truly matters.
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