The 100-Marketers Challenge

To bring the insights from the world’s largest ever study on marketing leadership to 1,500 marketers at all levels, Thomas and Patrick are giving away two hours of free team learning to 15 marketing teams in 2018 and 2019. Places are limited!

Leadership skills, for marketers’ business impact and career success, are more important than ever (and more important than most marketers think). That’s why we’ve decided to offer free individual team learning sessions with Thomas or Patrick for 15 marketing teams in 2018 and 2019. This 90 minutes online learning session (and 30 minutes pre-work) will enable your team members to learn the key concepts of marketing leadership–and develop their own personal impact-strategies. Session-focus:

— Mobilize your Boss (being relevant at the organization’s top)
— Mobilize your Colleagues (getting other people to support your cause)

The session is free for every team leader who buys at least 100 copies of The 12 Powers of a Marketing Leader.

Where’s the catch? There’s none. Thomas and Patrick don’t run consultancies. It’s all about spreading the word to marketers across the globe.

How does it work?

  • Simply contact Thomas and register your interest.
  • Buy 100 or more copies of The 12 Powers of a Marketing Leader from any source of your choice—and send us a confirmation copy.
  • Agree a convenient date for the session.

Any questions? Please read the FAQ-section at the end of the post.

The 100-Marketers Challenge is limited to 15 teams in 2018 and 2019.

* * *


Q: Do I need to have a 100-strong team to participate?
A: No. You can choose to give to give the spare books to other marketers and colleagues outside your team.

Q: Which topics will you cover?
A: We’ll cover the basics of marketing leadership with a focus on leading upwards (shaping the agenda) and sideways (mobilizing colleagues).

Q: Can we do this session for our clients too?
A: No, this free program is for internal teams only.

Q: Will the session focus on the specifics of our company?

A: The principles of marketing leadership are universal. The company specifics will then come through the questions and discussion during the two sessions.

Q: Do you offer follow up sessions and programs?
A: If you believe, after the session, deepening the content would make for significant impact within your team, Thomas will be happy to discuss options with you.

Q: How will you organize the sessions–technically?
A: Thomas and Paddy will moderate the session and provide short pre-session exercises for your team. All you have to do is manage the invitations on your end and host the session, using your preferred company voice or video conferencing system.

Q: What are the exact steps we need to take after confirming?
A: It might be easiest to ask a senior PA or team assistant to organize the session. The specific steps are:

  • Purchase 100 or more 12 Powers books and send us the confirmation.
  • Schedule a 90-minute voice or video conference with Thomas/Paddy and your team, titled: “The 12 Powers of a Marketing Leader Training Session – Mobilizing your Boss and Colleagues”
  • Once your team members have the book, and 2 weeks ahead of the session, Thomas or Paddy will send you a suggested email for your team, detailing the session-content and a suggested pre-reading.
  • After the session, Thomas or Paddy will follow up with an email and further suggested exercises for your team.

The 12 Powers of a Marketing Leader


“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

“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 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 masterful dissection of what it really takes to lead marketing.”
—Syl Saller, global CMO, Diageo, Marketing Society Leader of the Year 2015

“The essential leadership playbook for the CMO of the future.”
—Jim Stengel, former global marketing officer, Procter & Gamble

“ An essential read for any marketing professional looking to take the next step in their career.”
—Dominic Barton, global managing director, McKinsey & Company

“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
“I only wish I had been able to read it a good few years ago!
—Amanda Mackenzie, global CMO, Aviva

“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 actionable 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, Ph.D., 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 is a must-read book for marketers as leaders. If you have a cause to promote, an ambition to lead, and a desire to perform on the main stage, not in the studio, 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

“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 lessons that can be applied to help anyone focus toward future career success.”

—Peter Markey, CMO, Post Office

“This might just become the ‘bible’ for marketing leaders.”
—Sherilyn Shackell, founder and CEO, The Marketing Academy


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