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The 12 Powers of a Marketing Leader: How to Succeed by Building Customer and Company Value, by Thomas Barta Patrick Barwise

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Review

"Everything you need to know to be a superior market leader!"―Marshall Goldsmith, The Thinkers 50 #1 Leadership Thinker in the World

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From the Back Cover

HOW MARKETING LEADERS SUCCEED IN TODAY'S GLOBAL, DIGITAL WORLD "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 marketers 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 effective 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, informative, and motivating!"―Barbara Messing, CMO, TripAdvisor  "Barta and Barwise have a unique ability to find and illuminate the essential in marketing. 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 outstanding 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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Product details

Hardcover: 240 pages

Publisher: McGraw-Hill Education; 1 edition (September 22, 2016)

Language: English

ISBN-10: 1259834719

ISBN-13: 978-1259834714

Product Dimensions:

8.5 x 0.9 x 9.2 inches

Shipping Weight: 14.4 ounces (View shipping rates and policies)

Average Customer Review:

4.7 out of 5 stars

50 customer reviews

Amazon Best Sellers Rank:

#349,869 in Books (See Top 100 in Books)

Marketing is a tough field — the marketplace is constantly changing as are the tools that we use to reach customers and prospects. As a senior level marketer I am always interested in knowing what has worked for other marketers. Through interviews with marketing leaders from leading global companies, this book provided very valuable insights that I could use in my job. Great book and a quick read. Highly recommended.

This book provides a practical pathway to align marketing efforts into strategies that address key business and customer issues. It refocuses "marketing buzz phrases/soft metrics" and discusses how marketing can become integral to the key outcomes that drive the business from the C-Suite. If you believe in continuous improvement and management by fact, this book is worth the read.

great book! Very relevant and inspiring contents. I'm inspired and excited to put some of the tips into practice.

Good reading for all the marketers aspiring to make a bigger impact in their organizations and in the business, rather than just be those that only play with agencies and campaigns.

Arrived on time and as described.

A guide to help build business and customer value (for all), this book claims to be the first-of-its-kind for marketers in the 21st century; utilising research to identify 12 specific types of behaviours that can create impact, deliver results and lead to career success and accolade in the process. What a build-up, but can the book deliver?The behavioural types are focussing on the big issues, creating leaders rather than followers, acting as a proactive rather than reactive guide. The authors reportedly have done a lot of groundwork, pulling in research from collaborative partners who looked at over 68,000 executives in 120 different countries, and added to this is real-world advice from some of the world’s top CEOs and CMOs for good measure.There is a lot of material to digest. This is a book you should set aside time to enjoy, just like a fine wine, rather than rush through it during a commute or when you have a few minutes’ downtime here and there. Low on hyperbole and high on quality advice and observation, this was a worthy book on many levels. It shows, for those who don’t believe it, that marketing is an essential evil that can deliver a lot to the company. It should not be viewed as a silo-based activity and neither should its practitioners be side-lined into a narrow vertical area of responsibility. If used correctly, marketing people may even be better-placed to spread their corporate wings and take a much wider, even more responsible position within their company.This may be one of those books that you ignore at your peril! This is not a marketing book per se, it is a leadership book for marketers. It may feel a bit heavy-going but perhaps deservedly so and the information being offered is worth it. It is also something that you may need on your bookshelf and it shouldn’t be kept in “virgin, unread” condition either. Not if you want to progress further, in any case!

 Hi I’m Douglas Burdett, host of The Marketing Book Podcast and I’d like to tell you about the book "The 12 Powers of a Marketing Leader: How to Succeed by Building Customer and Company Value" by Thomas Barta and Patrick Barwise.OK, so if you work in marketing or work with someone who works in marketing, it’s probably no surprise that marketing has changed a lot in the last few years. In fact, not too long ago Adobe did a study that found that seventy-six percent of marketers think marketing has changed more in the past two years than the past 50. So what are successful marketers doing these days?That’s what the authors wanted to find out when they fielded the largest ever research study of its kind. The study included over 1,000 surveys of senior marketers, 67,000 surveys of marketers’ bosses, co-workers and direct reports, and over 100 interviews with CMOs and CEOs. What they found is that most marketers are pretty good at doing marketing but not good at leading marketing. And that gap makes all the difference – but it can be bridged. Basically, marketers would better serve their customers, their companies, and themselves by developing their broader business and leadership skills to complement their technical marketing skills. The book then spells out how to do that.Some of the most interesting insights that the book reveals include: Marketers aren’t happy with their limited influence and career success – and their bosses agree, leadership skills matter more than technical marketing skills, and successful marketers align customer needs with company needs.Marketers are masters of fulfilling customer needs, but often fail to understand what matters most to the CEO. The most effective and successful ones help the company maximize what the authors call the “Value Creation Zone” – the crucial overlap between what the customer wants and what the company wants. Marketing leadership skills differ from generic leadership skills. And almost any marketer can become an effective marketing leader.If you want to learn how to better mobilize your boss, your colleagues, your team and yourself and become a much happier, more successful marketer, this is your book.And to listen to an interview with Thomas Barta about "The 12 Powers of a Marketing Leader", visit MarketingBookPodcast.com

This book has tons of great info and I love the way it's presented. It can be read in small chunks or all the way through front to cover. The theories in here are tested and true advice and guidance backed up by facts. For instance there's a specific area I really know I could do better and this book not only points it out but convinces me to work on it by telling me why. I really enjoy books like this that make a real difference and make me better at something or as a person and this book does both for me. It also kept my interest visually and explained things in lots of ways (grouping of the subjects, presenting statistical info, including lots of graphs and illustrations, etc.) so I could really get a grip on the information and put it to immediate use. Lots of books have great info but the delivery on this book is what makes it appeal to my style.

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