Read The 12 Powers of a Marketing Leader

‎The 12 Powers of a Marketing Leader Blog Post.‎001
By Thomas Barta
Last updated: August 19, 2023

The 12 Powers of a Marketing Leader: For this groundbreaking leadership book, former McKinsey partner and senior marketer Thomas Barta teamed up with London Business School professor Patrick Barwise to answer one question: what makes an effective and successful marketing leader?


Thomas and Patrick conducted the largest ever global study of marketing leadership, analyzing detailed original data on over 1,200 marketing leaders and more than 67,000 existing 360-degree assessments of both marketing and non-marketing business leaders. The research revealed 12 essential traits that can make or break marketers’ business impact and career success. The 12 Powers of a Marketing Leader is the first leadership book for marketers based on anything like this level of research evidence. It tells you how to:

  • MOBILIZE YOUR BOSS: Make an impact at the highest level and align marketing with the company’s priorities.
  • MOBILIZE YOUR COLLEAGUES: Inspire and support your non-marketing colleagues to meet customers’ needs better than the competition.
  • MOBILIZE YOUR TEAM: Build and hone a winning marketing team. Become a leader of leaders.
  • MOBILIZE YOURSELF: Focus on goals that will benefit your customers, company, and long-term career.

In The 12 Powers of a Marketing Leader, you will read firsthand accounts of marketing successes from around the world—and gain psychological insights that will surprise you into the leaders who drove the key decisions. You will learn how to persuade your colleagues, motivate your team, and strengthen your leadership skills. Warning: this isn’t a marketing book. It’s a leadership book for marketers, using the latest research on what works—and what does not work—in the digital age of marketing. 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 your business to win in the market and achieve your career goals. Remember: doing marketing isn’t the same as leading marketing. With The 12 Powers of a Marketing Leader, you can lead the way with a new vision that is powerful, transformative, and ultimately life-changing.



Praise for the 12 Powers of a Marketing Leader

  • “Everything you need to know to be a superior marketing leader!” – Marshall Goldsmith, The World’s Thinkers50 #1 Leadership Thinker
  • “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 & Gamble
  • “A persuasive perspective on the opportunities open to marketers to lead for change.” – Paul Polman, CEO, Unilever
  • “A masterful dissection of what it really takes to lead marketing.” –Syl Saller, Global CMO, Diageo
  • “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
  • “Research-based, but brought to life by human beings.” – Sir Martin Sorrell, founder and CEO, WPP
  • “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
  • “This might just become the bible for marketing leaders.” – Sherilyn Shackell, founder & CEO of The Marketing Academy
  • “Here is a must-read book for marketers as leaders.” – Richard Hytner, founder, beta baboon, former DY Chairman, Saatchi & Saatchi Worldwide
  • “This book gets under the skin of what makes a great marketing leader.” – Peter Markey, CMO, Post Office
  • “A truly insightful guide to how good marketing executives can become outstanding leaders.” – Joan Kaloustian, managing director corporate marketing, MUFG Union Bank


Review of the 12 Powers of a Marketing Leader