HOW TO SUCCEED AS A MARKETING LEADER IN TODAY’S GLOBAL, DIGITAL WORLD.
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:
MOBILIZE YOUR BOSS:
Make an impact at the highest level and align marketing with the company’s priorities.
MOBILIZE YOUR COLLEAGUES:
Inspire and motivate your colleagues to act on your ideas.
MOBILIZE YOUR TEAM:
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.
âAlign your customerâs needs with your companyâs process and youâll 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 customersâ 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!â
âMarshall Goldsmith, The Thinkers 50 #1 Leadership Thinker in the World
âThis is the book weâve 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 mattersâwith insight and wisdom.â
âSyl Saller, Global CMO, Diageo, Marketing Society Leader of the Year 2015
âA must-read for every present and future CMO who cares about making a difference.â
âSeth Godin, author of All Marketers Are Liars
âBarta and Barwise show in this thoughtful book how, by realigning their role, marketers can contribute significantly more both to their companiesâ success and to their own career paths. Research-based, but brought to life by human beings.â
âSir Martin Sorrell, founder and CEO, WPP
âA 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.â
âPaul Polman, CEO, Unilever
âStuffed full of sound analysis, crucial career advice, and fascinating case studiesâ this is an effortless must-read for the ambitious marketer.â
âGavin Patterson, CEO, BT
âThe 12 Powers of a Marketing Leader offers a specific and practical path for CMOs to âelevateâ 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.â
âDominic Barton, global managing director, McKinsey & Company
âIâve 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!â
âAmanda Mackenzie, global CMO, Aviva
âMarketing is key to an organizationâs success and The 12 Powers of a Marketing Leader provides the essential leadership playbook for the CMO of the future.â
âJim Stengel, former global marketing officer, Procter & Gamble
âThe 12 Powers of a Marketing Leader singles out the number one factor for CMO success: leadership! Packed with research-based insights and enlightening stories, itâs the leadership book for twenty-first-century marketers.â
âKatie Vanneck-Smith, chief customer officer, Global Managing Director International, Dow Jones
âThis research-based, yet superbly practical book provides immediate and action- able insights on one of the most challenging boundaries to spanâthe one between corporate goals and customers. I encourage you to read this book and get into the âV-Zone!â
âChris Ernst, PhD, author of Boundary Spanning Leadership, global head, Learning, Leadership & Organization Development, Bill & Melinda Gates Foundation
âThe 12 Powers of a Marketing Leader is a must-read for any marketing leader, with a clear blueprint that will take any marketerâs career to the next level and far beyond. Barta and Barwise have written a highly accessible book thatâs engaging, informa- tive, and motivating!â
âBarbara Messing, CMO, TripAdvisor
âBarta 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 importantâbut rarely talked aboutâmarketing topic: how to achieve marketing success within the organization. It will help any marketer become a true marketing leader.â
âKevin Lane Keller, E.B. Osborn Professor of Marketing, Tuck School of Business
âA truly insightful guide to how good marketing executives can become outstand- ing leaders and enhance the value of marketing within their organizations.â
âJoan Kaloustian, managing director Corporate Marketing, MUFG Union Bank
âHere, 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.â
âRichard Hytner, author, Consiglieri: Leading from the Shadows, founder, beta baboon, former DY Chairman, Saatchi & Saatchi Worldwide
âBarta 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.â
âPeter Horst, CMO, The Hershey Company
âThis book rejects the âone leader fits anywhereâ mentality, and makes a powerful case that leadership practices are ideally tailored to a specific functional areaâ 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.â
âJack Zenger, CEO of Zenger Folkman and best-selling co-author of The Extraordinary Leader
âThe first evidence-based toolset to âlead marketing.â A must-read for anyone who is serious about leadingânot just doingâmarketing.â
âBernie Jaworski, Drucker Chair in Management and the Liberal Arts, Drucker School of Management
âGreat 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.â
âPeter Markey, CMO, Post Office
âThe world needed a book that could show the power of combining leadership and marketing skills. This might just become the âbibleâ for marketing leaders.â
âSherilyn Shackell, founder & CEO of The Marketing Academy
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.