The 12 Powers of a Marketing Leader

A mind map book summary for "The 12 Powers of a Marketing Leader: How to Succeed by Building Customer and Company Value" About this book: 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.

Edited at 2020-09-08 01:08:24

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The 12 Powers of a Marketing Leader

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Outline

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

Mobilize Your Boss

Power #1. Tackle Only Big Issues (Business: 10%, Career: 10%)

Make sure that what you work on is inside the V-Zone: it matters for both customers and the company (as judged by the CEO). And put a price tag on your work, so people see why what you’re doing matters.

Power #2. Deliver Returns, No Matter What (Business: 12%, Career: 3%)

Financial returns should be your priority. Being seen as an effective investor will also help your standing at the top and, ultimately, make more resources available to you.

Power #3. Work Only with the Best (Business: 1%, Career: 2%)

Mobilizing your boss is easier if you work with the best external people who will deliver great work. (This is the weakest of the 12 Powers but helpful at the margin).

Mobilize Your Colleagues

Power #4. Hit the Head and the Heart (Business: 3%, Career: 7%)

You can’t mobilize colleagues if they don’t listen to you. Tell them a reallife story that offers hope; get into their hearts as well as their heads.

Power #5. Walk the Halls (Business: 13%, Career: 13%)

As a marketer, you won’t change the world by sitting at your desk. You have to go out and engage people to make things happen. This is one of the most important of the 12 Powers.

Power #6. You Go First (Business: 6%, Career: 12%)

Aim to lead from the front. Be the change you want to see. Act as a role model for others.

Mobilize Your Team

Power #7. Get the Mix Right (Business: 20%, Career: 7%)

You need the right mix of team skills, styles, and personalities (including yours). To build a powerful tribe, align the team closely around a common goal.

Power #8. Cover Them in Trust (Business: 4%, Career: 3%)

To enlarge the V-Zone, you must build a team where people have the trust and confidence to ask for forgiveness if things go wrong, not for permission before they do anything.

Power #9. Let the Outcomes Speak (Business: 6%, Career: 9%)

Love it or hate it: as team leader, you are also the judge. You must set the standards, weigh performance, and ensure consequences when needed.

Mobilize Yourself

Power #10. Fall in Love with Your World (Business: 18%, Career: 9%)

This is another really important Power. As a marketing leader, you need to know your stuff (customers, products, and industry). This knowledge can also inspire you and others.

Power #11. Know How You Inspire (Business: 2%, Career: 12%)

Inspiration is a marketing leader’s biggest weapon. The more you understand why and how you inspire people today, the more you can use these abilities to mobilize others.

Power #12. Aim Higher (Business: 5%, Career: 13%)

The road ahead will sometimes be bumpy. Successful marketing leaders aim high and hang on to their dream to make big things happen—even against the odds.