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Brand building in the Digital Age

Aug 24, 2017 by Ben Powell Category: Business 0 comments

Often the most important lessons in business will be understanding the core essence and real world value of ‘the brand’, especially the importance of brand building through digital exposure. The sectors we tend to operate in move at lightning speed – ever evolving technologies, trending social media platforms, viral videos, streams of memes, algorithmic program […]

GDPR – How does it affect you?

Jun 21, 2017 by Mark Baines Category: Business 0 comments

Remember all the furore over Y2K? Planes would fall from the sky, banks wouldn’t function, our personal computers would stop and so on; but in the end it seemed that many of the risks were exaggerated. So, one might ask “is all the hype over EU General Data Protection Regulation a similar over-the-top reaction?” In […]

Patrick Barwise

Jan 20, 2017 by Mark Baines Category: Business 0 comments

Join me at Regents University London, on March 16th at 6pm, for one of the key events of the publishing year.

The Levitt Group, the Chartered Institute of Marketing’s group offering ‘Advanced Knowledge for Senior Marketers’, of which I am an organising committee member, are hosts to Patrick Barwise as he discusses his book, 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 marketing professor Patrick Barwise to answer the 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.

And 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.

Patrick Barwise is Emeritus Professor of Management and Marketing at London Business School, former chairman of Which? (Europe’s largest consumer organization), a prize-winning author, and an expert on customer focus, innovation, and marketing.

His book, Simply Better: Winning and Keeping Customers by Delivering What Matters Most, coauthored with Seán Meehan (IMD, Lausanne), has been translated into seven languages, and won the American Marketing Association’s annual Berry-AMA Book Prize.

Just take a minute to read these amazing reviews:

“Everything you need to know to be a superior marketing leader! Thank you, Barta and Barwise, for sharing your secrets to success!”
—Marshall Goldsmith, The Thinkers 50 #1 Leadership Thinker in the World

“A masterful dissection of what it really takes to lead marketing.”
—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.”
—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

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

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

“The leadership book for twenty-first-century marketers.”
—Katie Vanneck-Smith, chief customer officer, Global Managing Director International, Dow Jones

“I encourage you to read this book and get into the ‘V-Zone’!”
—Chris Ernst, PhD, 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!”
—Barbara Messing, CMO, TripAdvisor

“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.”
—Joan Kaloustian, managing director corporate marketing, MUFG Union Bank

“Here is a must-read book for marketers as leaders.”
—Richard Hytner, 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.”
—Peter Horst, CMO, The Hershey Company

“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 bestselling coauthor of The Extraordinary Leader

“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

“This book gets under the skin of what makes a great marketing leader.”
—Peter Markey, CMO, Post Office

“This might just become the bible for marketing leaders.”
—Sherilyn Shackell, Founder & CEO of The Marketing Academy

If you would like to come as my guest, please let me know at mark@mar-com.net; tickets are just £65 each

Five top tips for communications for start-up engineering companies – a PR perspective

Nov 11, 2015 by Mark Baines Category: Business 0 comments

Effectively communicating promoting your engineering business is a necessity not an option. However, our experience is that too many engineers and manufacturers are failing to harness their marketing potential. As result they are losing ground to astute competitors and missing out on important profile raising opportunities with new and existing customers.  Here is my checklist […]

Essential reading for business and strategy planners in engineering and technology companies

Oct 28, 2015 by Mark Baines Category: Business 0 comments

This book is a ground-breaker, as it blows away the myths of strategy and planning, and gives you a practical approach which will help you guide your company to success. We’ve been lucky enough to book him, on a trip over to London from his native Australia, to address us at the Levitt Group on […]

The 9 most common reasons why so many high tech companies and products fail

Oct 26, 2015 by Mark Baines Category: Business 0 comments

The technology industry is characterised by failure. High tech product and company launches are high risk and high adrenalin, but the rewards are great when you get it right! So let’s take a look at the 9 main reasons for failure, and maybe it’ll help you avoid them. 1 Lack of market focus (aka Segmentation) […]