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

Align your customers needs with your companys process and youll 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 weve 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 fundamentals 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 matterswith 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 studiesthis 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

Ive 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 organizations 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, its 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 actionable insights on one of the most challenging boundaries to spanthe 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 marketers career to the next level and far beyond. Barta and Barwise have written a highly accessible book thats 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 importantbut rarely talked aboutmarketing 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 is a must-read book for marketers as leaders. If you have a cause to promote, an ambition to lead, and a desire to perform on the main stage, not in the studio, 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 areasuch 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 bestselling coauthor of The Extraordinary Leader

The first evidence-based toolset to lead marketing. A must-read for anyone who is serious about leadingnot just doingmarketing.

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 lessons 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

Copyright 2017 by McGraw-Hill Education. All rights reserved. Except as permitted under the United States Copyright Act of 1976, no part of this publication may be reproduced or distributed in any form or by any means, or stored in a database or retrieval system, without the prior written permission of the publisher.

ISBN: 978-1-25-983472-1
MHID: 1-25-983472-7.

The material in this eBook also appears in the print version of this title: ISBN: 978-1-25-983471-4, MHID: 1-25-983471-9.

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