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

by Patrick Barwise, Thomas Barta

Overview

WHAT MAKES AN EFFECTIVE AND SUCCESSFUL MARKETING LEADER?

The 12 Powers of a Marketing Leader, by former McKinsey Partner Thomas Barta and senior London Business School professor Patrick Barwise, is the first research-based leadership book for marketers in the 21st century. Based on the largest ever research study of its kind, with detailed data on over 8,600 leaders in more than 170 countries, this game-changing book identifies 12 specific behaviors—or Powers—that drive marketers' business impact and career success. Reading it, you’ll 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 non-marketing colleagues to deliver a great customer experience.
• MOBILIZE YOUR TEAM: Build and align a winning marketing team.
• MOBILIZE YOURSELF: Focus on goals that will benefit your customers, your company and yourself, by meeting your own needs and ambitions.

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. 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.

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

Product Details

ISBN-13:	9781259834714
Publisher:	McGraw Hill LLC
Publication date:	09/22/2016
Pages:	240
Sales rank:	505,714
Product dimensions:	6.10(w) x 9.10(h) x 1.00(d)

About the Author

Thomas Barta is an internationally recognized thought leader on marketing leadership. As a McKinsey Partner with a senior marketing background, he helped shape the strategy and define the DNA behind many Fortune 500 brands. Barta has consulted and marketed for over 20 years, in 14 industries, in 45 countries. Each year, he gives more than 40 keynotes and seminars for companies, industry associations, and universities. His clients include many of the world’s most prominent companies. As a dean of McKinsey’s highest-rated internal program, he trained over a thousand McKinsey leaders on driving change without authority. Barta is the leadership Dean of the global CMO Fellowship Program, a joint venture between McKinsey and the Marketing Academy. He has written for the Huffington Post, McKinsey Quarterly, and is a columnist for cmo.com, the No. 1 online magazine for marketing leaders.

Patrick Barwise is Emeritus Professor of Management and Marketing at London Business School and a Visiting Senior Fellow at the London School of Economics. He is an experienced consultant and expert witness on international commercial, tax and competition cases. His book Simply Better, co-authored with Seán Meehan, won the American Marketing Association’s 2005 Berry-AMA Book Prize. Barwise’s articles have appeared in the Harvard Business Review, MIT Sloan Management Review, and Financial Times.

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