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The 12 Powers of a Marketing Leader
"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 & 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. 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 MOBILIZE YOUR Make an impact at the highest level and align marketing with the company's priorities.* MOBILIZE YOUR Inspire and motivate your non-marketing colleagues to deliver a great customer experience.* MOBILIZE YOUR Build and align a winning marketing team.* MOBILIZE 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. 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. Receive full access to an online self-assessment tool and other marketing leadership resources.
228 pages, Kindle Edition
Published September 22, 2016
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Displaying 1 - 12 of 12 reviews
March 1, 2020
Interesting marketing book. I did take away some great tips and ideas from this book which I want to apply in my marketing work. I did not read this book for my career pursuance, which is a considerable part of this book's message. So there are 12 powers, divided into four themes: Mobilize your boss (important one :-)), Mobilize your colleagues, Mobilize your team, Mobilize yourself. Apart from the me myself and I career tips, there are quite some good takeaways to implement in my daily marketing communications business. I like that, I read this book to learn new things. 3.6. More to follow.
February 14, 2024
One thing that plays such a significant role in Marketer's career and success in Marketing that doesn't usually get taught or talked about... is organisational behaviour.
As we progress through our career, our role becomes not only about technical Marketing skills, but also the ability to influence and bring others along the journey. And this book serves a great reminder of why and how.
I see it as 'Internal Marketing' because like external or usual marketing, it begins with understanding your customers, those whom you want to communicate to and influence. In a company, we have different segments, or departments, and roles with different priorities, language and KPIs. As a Marketing Leader, I believe it's our responsibility to learn and understand them, because that's the first step for alignment and getting the buy-in.
This book shows you important steps to mobilise your boss, your colleagues, your team and yourself. In fact, I'd start with yourself, because leadership starts from the ability to lead yourself.
The other concept that I resonate with the book is Marketing is an investment, not a cost. It's our responsibility to come to the table, with research, and show where the biggest opportunity is, or what this book calls the 'V-zone', to help the business grow. If a Marketer can't do that, then they probably are a cost, an overhead that can probably be cut at the time of crisis because it doesn't add much value.
As we progress through our career, our role becomes not only about technical Marketing skills, but also the ability to influence and bring others along the journey. And this book serves a great reminder of why and how.
I see it as 'Internal Marketing' because like external or usual marketing, it begins with understanding your customers, those whom you want to communicate to and influence. In a company, we have different segments, or departments, and roles with different priorities, language and KPIs. As a Marketing Leader, I believe it's our responsibility to learn and understand them, because that's the first step for alignment and getting the buy-in.
This book shows you important steps to mobilise your boss, your colleagues, your team and yourself. In fact, I'd start with yourself, because leadership starts from the ability to lead yourself.
The other concept that I resonate with the book is Marketing is an investment, not a cost. It's our responsibility to come to the table, with research, and show where the biggest opportunity is, or what this book calls the 'V-zone', to help the business grow. If a Marketer can't do that, then they probably are a cost, an overhead that can probably be cut at the time of crisis because it doesn't add much value.
August 14, 2019
Granted this book took me ages to finish (tons of stops and starts) it's a must have for a junior or mid level marketing executive or manager looking to take things to the next level. Understanding the Value zone, Tackling big issues and Delivering returns changed the way I approach my work. There's still lots of scope to grow and improve but I can feel the change in the way I think and approach my work environment. I'll definitely refer back to this book every now and then for clarity and inspiration.
January 20, 2023
This book was a pre-read material for the Marketing Academy 2023 cohort's first residential event. It is quite an interesting material for C-Suit marketers who aim to become a CEO one day. I drew two important lessons from the book: tackle only big things and bring returns. But the most amazing thing is I'm gonna meet Thomas Barta in person in 2 weeks :)
August 4, 2023
A very interesting and insightful book on how to make a real impact at work and show up as a marketing leader. Lots of useful takeaways I will be trying out in my role.
It encouraged me to write a Marketing Manifesto which will help me work towards a vision for the future for both my professional and personal life.
It encouraged me to write a Marketing Manifesto which will help me work towards a vision for the future for both my professional and personal life.
July 7, 2018
Clearly the best leadership book I've read in a long time. Contains practical advice on how to focus on the Value Creation Zone (V-Zone) – the overlap between customer needs and company needs—which ultimately is the principle behind successful marketing leadership.
May 20, 2017
In a word.... Bible!
July 22, 2025
A leadership book for marketers. Perhaps the first of its kind. Plenty of solid insights and tips on being an effective marketing leader. Many of these I’ve learned the hard way.
October 11, 2016
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!
Autamme.com
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!
Autamme.com
December 31, 2016
An illuminating read for anyone looking to be a marketing executive. One major takeaway was a study showing a list of things that marketers actually know/do and how important they are in business. The two items that had the highest value in business that marketers were the worst at was pricing strategy and tactical pricing.
April 5, 2020
Working in Marketing is quite a journey .
Thomas Barta shows a quite interesting list of skillset that a successful marketing manager should address or develop.
Easiwr said than done but still an interesting read. Nothing new or innovative but useful and well sort out.
Thomas Barta shows a quite interesting list of skillset that a successful marketing manager should address or develop.
Easiwr said than done but still an interesting read. Nothing new or innovative but useful and well sort out.
November 16, 2020
Great book which illustrates various aspects of marketing.. Pretty help especially if you are an outsider
Displaying 1 - 12 of 12 reviews