Thomas Barta is an internationally recognized thought leader on marketing leadership. As a McKinsey Partner with a senior marketing background, he helped shape the strategy and define the DNA behind many Fortune 500 brands. Barta has consulted and marketed for over 20 years, in 14 industries, in 45 countries. Each year, he gives more than 40 keynotes and seminars for companies, industry associations, and universities. His clients include many of the world’s most prominent companies. As a dean of McKinsey’s highest-rated internal program, he trained over a thousand McKinsey leaders on driving change without authority. Barta is the leadership Dean of the global CMO Fellowship Program, a joint venture between McKinsey and the Marketing Academy. He has written for the Huffington Post, McKinsey Quarterly, and is a columnist for cmo.com, the No. 1 online magazine for marketing leaders.
Patrick Barwise is Emeritus Professor of Management and Marketing at London Business School and a Visiting Senior Fellow at the London School of Economics. He is an experienced consultant and expert witness on international commercial, tax and competition cases. His book Simply Better, co-authored with Seán Meehan, won the American Marketing Association’s 2005 Berry-AMA Book Prize. Barwise’s articles have appeared in the Harvard Business Review, MIT Sloan Management Review, and Financial Times.
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
About the Author
Thomas Barta is an internationally recognized thought leader on marketing leadership. As a McKinsey Partner with a senior marketing background, he helped shape the strategy and define the DNA behind many Fortune 500 brands. Barta has consulted and marketed for over 20 years, in 14 industries, in 45 countries. Each year, he gives more than 40 keynotes and seminars for companies, industry associations, and universities. His clients include many of the world’s most prominent companies. As a dean of McKinsey’s highest-rated internal program, he trained over a thousand McKinsey leaders on driving change without authority. Barta is the leadership Dean of the global CMO Fellowship Program, a joint venture between McKinsey and the Marketing Academy. He has written for the Huffington Post, McKinsey Quarterly, and is a columnist for cmo.com, the No. 1 online magazine for marketing leaders.
Patrick Barwise is Emeritus Professor of Management and Marketing at London Business School and a Visiting Senior Fellow at the London School of Economics. He is an experienced consultant and expert witness on international commercial, tax and competition cases. His book Simply Better, co-authored with Seán Meehan, won the American Marketing Association’s 2005 Berry-AMA Book Prize. Barwise’s articles have appeared in the Harvard Business Review, MIT Sloan Management Review, and Financial Times.
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