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The 12 Powers of a Marketing Leader: How to Succeed by Building Customer and Company Value (Business Books) Hardcover – 1 Oct 2016

5.0 out of 5 stars 22 customer reviews

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Product details

  • Hardcover: 240 pages
  • Publisher: McGraw-Hill Education (1 Oct. 2016)
  • Language: English
  • ISBN-10: 1259834719
  • ISBN-13: 978-1259834714
  • Product Dimensions: 21.6 x 2.3 x 23.4 cm
  • Average Customer Review: 5.0 out of 5 stars  See all reviews (22 customer reviews)
  • Amazon Bestsellers Rank: 195,836 in Books (See Top 100 in Books)
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From the Back Cover

“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 mar- keters 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 effec- tive 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, informa- tive, and motivating!”
―Barbara Messing, CMO, TripAdvisor

“Barta and Barwise have a unique ability to find and illuminate the essential in mar- keting. 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 outstand- ing 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

About the Author

Thomas Barta is a former McKinsey Partner with over 20 years of marketing experience, and fast becoming the leading global expert on marketing leadership. He speaks, writes, consults, and conducts leadership research worldwide.


Patrick Barwise is an award-winning writer and Emeritus Professor of Management and Marketing at London Business School.

Customer Reviews

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Top Customer Reviews

Format: Kindle Edition Verified Purchase
As somebody who spends most of their time working with marketing leaders in the B2B space, this book was great to read. It codified and crystallised many of the ideas we had been covering, and gave us an array of new ideas and tips to introduce to our leadership network.

I've been in the office for one day since reading this book and already found a couple of instances where the advice of the book has been useful.
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Format: Kindle Edition Verified Purchase
I like the practical nature of the exercises in this book, it challenges you to address key questions and holds you to account both professionally and personally. It's also great as so much of the findings are backed up by valid research amongst top marketing leaders.

As there's nothing quite like this on the market for the modern day marketer, I'd say this is a pretty core read for any new age marketer.
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Format: Audio Download Verified Purchase
Great book! Really clear advice that you can put into practice, with plenty of helpful exercises. Highly recommend.
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By Autamme_dot_com TOP 1000 REVIEWER on 11 Oct. 2016
Format: Kindle Edition
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!
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Format: Hardcover
In a world where lack of training makes Marketing often misunderstood and reduced to a set of technical tools, Thomas Barta and Patrick Barwise remind us that it is an all encompassing strategic discipline which owns customer orientation and most of the P&L .

However, as we know, 'Culture eats strategy for breakfast', and the power of marketing is all too often NOT harnessed.

Barta's substantial experience in FMCG and Consulting, helped with thorough research and Barwise's academic credentials, have made them correctly identify today's CMO's biggest challenge:

Remind the company, and align it, behind the leading role of marketing, for its own benefit.

And that, of course, is a lot about leadership.

This book will help CMOs, and aspiring ones, not to just sell programs internally, but to ultimately transform a company culture into an efficient one that has the P&L and the customer at heart, as a vital primary focus.

Now which CEO wouldn’t want that? None. Making them ideal candidate readers for this book too.

G.O. - CEO for London Strategic Marketing
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Format: Kindle Edition
The 12 Powers of a Marketing Leader offers a practical framework that enables marketeers to elevate their roles from those of functional experts to value creating business leaders. Thomas Barta and Patrick Barwise provide research based evidence to demonstrate that marketeers can increase their effectiveness in becoming more embedded in the key business V-Zone activities of building customer and organisation value (note: V-Zone is where customer and organizational priorities align to create maximum value).
The rapidly evolving digital marketing landscape places increased learning and analytical expectations on marketeers. This book offers hope and a clear roadmap for marketeers to navigate this ever changing landscape, without their getting swamped in the detail, while consistently demonstrating value add through such as Power #9 "Let the Outcomes Speak". This Power is a critical differentiator for marketeers to embrace and instil in their teams, thereby ensuring accountability and value creation activity are at top of mind at all times.
The “12 Powers” offers a rich vein of inspirational ideas, which I will incorporate in the development of ToyPing, my new startup that aims to use neural networks and other deep learning development to transform toy-buying. In the interests of ensuring effectiveness from the outset, the “3 Powers” I will focus on are Power #1 Tackle only Big Issues, Power #7 Get the Mix Right and Power #12 Aim Higher. Thank you Patrick and Thomas.
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