"Everything you need to know to be a superior market leader!"―Marshall Goldsmith, The Thinkers 50 #1 Leadership Thinker in the World"A must-read for every present and future CMO who cares about making a difference."―Seth Godin, author of All Marketers Are Liars"The essential leadership playbook for the CMO of the future."―Jim Stengel, former global marketing officer, Procter & GambleWarning: This isn't 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. 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. Listening to 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 nonmarketing 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.
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.
