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