The 12 Powers of a Marketing Leader: How to Succeed by Building Customer and Company Value

The 12 Powers of a Marketing Leader: How to Succeed by Building Customer and Company Value

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What makes an effective and successful marketing leader? The authors of this groundbreaking book conducted a worldwide study with profiles of more than 68,000 business leaders--and discovered 12 essential traits that can make or break your success.

The 12 Powers of a Marketing Leader is the first and only leadership book for marketers based on anything like this level of research evidence.

Learn how to:

Make an impact at the highest level and align marketing with the company's priorities.

Inspire and motivate your colleagues to act on your ideas.

Build and hone a winning marketing team.

Focus on goals that will benefit your customer, company, and long-term career.

Warning: This is not a marketing book. It's a leadership book for marketers, using the latest research on what works--and what doesn't--in marketing's digital age. By zeroing in on the value creation zone ("V-Zone") --the all-important overlap between your company's and customers' needs--you'll be able to help the business win in the market --and achieve your career goals.

BONUS: Receive full access to an online self-assessment tool and other marketing leadership resources.
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Product details

  • Hardback | 240 pages
  • 216 x 234 x 23mm | 456g
  • OH, United States
  • English
  • ed
  • 1259834719
  • 9781259834714
  • 438,867

Back cover copy

"Align your customer's needs with your company's process and you'll find yourself creating or leading a market sector. The 12 Powers of a Marketing Leader shows you how! Barta and Barwise have conducted critical primary research to produce an astounding new framework that will change the way you market your company and meet your customers' needs! The framework, derived from comprehensive new research, offers everything you need to know to be a superior market leader! Thank you, Barta and Barwise, for sharing your secrets to success!"
--Marshall Goldsmith, The Thinkers 50 #1 Leadership Thinker in the World

"This is the book we've all been waiting for. A masterful dissection of what it really takes to lead marketing, written in a pragmatic, compelling way that everyone can use to grow their business and further their career. In a world where the fundamen- tals of marketing are being challenged daily by technology, it provides a roadmap for how to lead, despite the rapidly changing context. The 12 principles identify what really matters--with insight and wisdom."
--Syl Saller, Global CMO, Diageo, Marketing Society Leader of the Year 2015

"A must-read for every present and future CMO who cares about making a difference."
--Seth Godin, author of All Marketers Are Liars

"Barta and Barwise show in this thoughtful book how, by realigning their role, marketers can contribute significantly more both to their companies' success and to their own career paths. Research-based, but brought to life by human beings."
--Sir Martin Sorrell, founder and CEO, WPP

"A persuasive and well-researched perspective on the opportunities open to mar- keters to lead for change, both inside their organizations and outside. Important reading for anyone wishing to flourish in this most exciting and dynamic field of corporate life."
--Paul Polman, CEO, Unilever

"Stuffed full of sound analysis, crucial career advice, and fascinating case studies-- this is an effortless must-read for the ambitious marketer."
--Gavin Patterson, CEO, BT "The 12 Powers of a Marketing Leader offers a specific and practical path for CMOs to 'elevate' their roles and become leaders in their organizations. An essential read for any marketing professional looking to take the next step in his or her career."
--Dominic Barton, global managing director, McKinsey & Company

"I've always been convinced that marketing leaders need unique skills to be effec- tive and make the greatest difference. Hurrah for Barta and Barwise who have quantified great marketing leadership and show some great, simple, and clear ways for achieving it. This is a hugely valuable, numbers-based book of practical advice. I only wish I had been able to read it a good few years ago!"
--Amanda Mackenzie, global CMO, Aviva

"Marketing is key to an organization's success and The 12 Powers of a Marketing Leader provides the essential leadership playbook for the CMO of the future."
--Jim Stengel, former global marketing officer, Procter & Gamble

"The 12 Powers of a Marketing Leader singles out the number one factor for CMO success: leadership! Packed with research-based insights and enlightening stories, it's the leadership book for twenty-first-century marketers."
--Katie Vanneck-Smith, chief customer officer, Global Managing Director International, Dow Jones

"This research-based, yet superbly practical book provides immediate and action- able insights on one of the most challenging boundaries to span--the one between corporate goals and customers. I encourage you to read this book and get into the "V-Zone!"
--Chris Ernst, PhD, author of Boundary Spanning Leadership, global head, Learning, Leadership & Organization Development, Bill & Melinda Gates Foundation

"The 12 Powers of a Marketing Leader is a must-read for any marketing leader, with a clear blueprint that will take any marketer's career to the next level and far beyond. Barta and Barwise have written a highly accessible book that's engaging, informa- tive, and motivating!"
--Barbara Messing, CMO, TripAdvisor

"Barta and Barwise have a unique ability to find and illuminate the essential in mar- keting. The 12 Powers of a Marketing Leader offers invaluable insights and advice on a blindingly important--but rarely talked about--marketing topic: how to achieve marketing success within the organization. It will help any marketer become a true marketing leader."
--Kevin Lane Keller, E.B. Osborn Professor of Marketing, Tuck School of Business

"A truly insightful guide to how good marketing executives can become outstand- ing leaders and enhance the value of marketing within their organizations."
--Joan Kaloustian, managing director Corporate Marketing, MUFG Union Bank

"Here, at last, is the must-read book for marketers. If you have a cause to promote, an ambition to lead, and a desire to perform on the main stage, not from the wings, pursue the practical guidance in these pages and a permanent seat at the top table, if not at its head, will be yours."
--Richard Hytner, author, Consiglieri: Leading from the Shadows, founder, beta baboon, former DY Chairman, Saatchi & Saatchi Worldwide

"Barta and Barwise lay out a clear and compelling roadmap for helping marketing practitioners become high-impact enterprise leaders. Their success model is deeply grounded in data and experience and provides a framework that works within the ever-changing world of modern marketing."
--Peter Horst, CMO, The Hershey Company

"This book rejects the 'one leader fits anywhere' mentality, and makes a powerful case that leadership practices are ideally tailored to a specific functional area-- such as marketing. By meshing relevant research along with personal experience, the authors also make a compelling and incisive argument that leading a group of marketing professionals differs dramatically from being a consummate practitioner."
--Jack Zenger, CEO of Zenger Folkman and best-selling co-author of The Extraordinary Leader

"The first evidence-based toolset to 'lead marketing.' A must-read for anyone who is serious about leading--not just doing--marketing."
--Bernie Jaworski, Drucker Chair in Management and the Liberal Arts, Drucker School of Management

"Great marketing leadership is a vital part of driving business growth. This book gets under the skin of what makes a great marketing leader with vital, practical les- sons which can be applied to help anyone focus toward future career success."
--Peter Markey, CMO, Post Office

"The world needed a book that could show the power of combining leadership and marketing skills. This might just become the 'bible' for marketing leaders."
--Sherilyn Shackell, founder & CEO of The Marketing Academy
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Table of contents

Authors' Note vii

Introduction: Doing Marketing Isn't the Same as Leading Marketing 1

SECTION I Mobilize Your Boss

Power #1 Tackle Only Big Issues 17

Power #2 Deliver Returns, No Matter What 41

Power #3 Work Only with the Best 57

SECTION II Mobilize Your Colleagues

Power #4 Hit the Head and the Heart 65

Power #5 Walk the Halls 73

Power #6 You Go First 85

SECTION III Mobilize Your Team

Power #7 Get the Mix Right 95

Power #8 Cover Them in Trust 115

Power #9 Let the Outcomes Speak 131

SECTION IV Mobilize Yourself

Power #10 Fall in Love with Your World 149

Power #11 Know How You Inspire 169

Power #12 Aim Higher 183

It's Time for Your Launch 191

Appendix: About the Research 195

Sources 207

Acknowledgments 215

Index 219
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About Thomas Barta

Thomas Barta is a former McKinsey Partner with over 20 years of marketing experience, and fast becoming the leading global expert on marketing leadership. He speaks, writes, consults, and conducts leadership research worldwide.

Patrick Barwise is an award-winning writer and Emeritus Professor of Management and Marketing at London Business School.
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Rating details

36 ratings
4.08 out of 5 stars
5 36% (13)
4 42% (15)
3 19% (7)
2 0% (0)
1 3% (1)
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