The 12 Powers of a Marketing Leader

Praise for The 12 Powers of a Marketing Leader

“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 fundamentals of marketing are being challenged daily by technology, it provides a road map for how to lead, despite the rapidly changing context. The twelve principles identify what really matters—with insight and wisdom.”

—Syl Saller, global CMO, Diageo, Marketing Society Leader of the Year 2015

“Align your customers’ 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

“By realigning the role, this thoughtful book shows how marketing can contribute more not only to the success of the organization but also, and significantly, to the career paths of marketers themselves. Research-based, yes: but brought to life by human beings.”

—Sir Martin Sorrell, founder and CEO, WPP

“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 their career.”

—Dominic Barton, global managing director, McKinsey & Company

“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

“A must-read for every present and future CMO who cares about making a difference.”

—Seth Godin, author of All Marketers Are Liars

“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

“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 office, Dow Jones

“A clear blueprint that will take any marketer’s career to the next level and beyond. Filled with specific tactics, insight, and wisdom. 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 and former DY chairman, Saatchi & Saatchi Worldwide

“Barta and Barwise lay out a clear and compelling road map 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

“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 lessons that 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 and CEO, The Marketing Academy