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Jesus Arkhipov
Jesus Arkhipov

The 12 Powers of a Marketing Leader: A Research-Based Guide to Building Customer and Company Value



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




Are you a marketing leader who wants to make a difference in your organization and in your career? Do you want to learn how to drive business growth, customer satisfaction, and personal success? If so, you might want to read The 12 Powers of a Marketing Leader: How to Succeed by Building Customer and Company Value, a book by former McKinsey Partner Thomas Barta and senior London Business School professor Patrick Barwise.




The 12 Powers of a Marketing Leader: How to Succeed by Building Customer and Company 11


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This book is not a typical marketing book. It's a leadership book for marketers, based on the largest ever research study of its kind, with detailed data on over 8,600 leaders in more than 170 countries. The book identifies 12 specific behaviors--or powers--that drive marketers' business impact and career success. These powers are based on the value creation zone (V-Zone)--the all-important overlap between your company's and customers' needs.


In this article, we'll give you an overview of the 12 powers of a marketing leader and how you can apply them to your own situation. Whether you're a senior marketer, a mid-level manager, or an aspiring leader, these powers will help you achieve your goals and make a difference.


Power 1: Mobilize Your Boss




As a marketing leader, you need to align marketing with the company's priorities and make an impact at the highest level. You need to mobilize your boss--whether it's the CEO, the CMO, or another senior executive--to support your agenda and give you the resources and authority you need.


How can you mobilize your boss? Here are some tips:


  • Set clear goals that link marketing activities to business outcomes



  • Communicate effectively and frequently with your boss, using their preferred style and language



  • Build trust by delivering on your promises, admitting mistakes, and asking for feedback



Power 2: Mobilize Your Colleagues




As a marketing leader, you need to inspire and motivate your non-marketing colleagues to deliver a great customer experience. You need to mobilize your colleagues--whether they're in sales, finance, operations, or any other function--to collaborate with you and support your initiatives.


How can you mobilize your colleagues? Here are some tips:


  • Collaborate across functions by involving them in planning, decision making, and execution



  • Influence without authority by using data, logic, emotion, and storytelling



  • Create a customer-centric culture by sharing customer insights, feedback, and stories



Power 3: Mobilize Your Team




As a marketing leader, you need to build and align a winning marketing team. You need to mobilize your team--whether it's a large department, a small unit, or a cross-functional project group--to work together effectively and efficiently.


How can you mobilize your team? Here are some tips:


  • Hire and develop talent by selecting people with the right skills, attitude, and fit



  • Foster diversity and inclusion by embracing different perspectives, backgrounds, and styles



  • Empower and reward performance by giving clear direction, feedback, recognition, and autonomy



Power 4: Mobilize Yourself




As a marketing leader, you need to focus on goals that will benefit your customers, your company and yourself. You need to mobilize yourself--by meeting your own needs and ambitions--to stay motivated and energized.


How can you mobilize yourself? Here are some tips:


  • Find your purpose by identifying what drives you, what you're good at, and what you enjoy



  • Manage your energy by balancing work and life, taking care of your health, and having fun



  • Develop your skills by seeking learning opportunities, feedback, and coaching



Power 5: Tackle Only Big Issues




As a marketing leader, you need to focus on the big issues that matter most to the business and the customer. You need to tackle only big issues--by prioritizing strategically and solving problems creatively--to maximize your impact and avoid wasting time.


How can you tackle only big issues? Here are some tips:


  • Prioritize strategically by using criteria such as urgency, importance, feasibility, and alignment



tasks, declining requests, and avoiding interruptions


  • Solve problems creatively by using techniques such as brainstorming, prototyping, and testing



Power 6: Deliver Returns, No Matter What




As a marketing leader, you need to deliver returns on marketing investments, no matter what challenges or uncertainties arise. You need to deliver returns, no matter what--by measuring and optimizing impact, managing risk and uncertainty, and demonstrating accountability--to justify your budget and prove your value.


How can you deliver returns, no matter what? Here are some tips:


  • Measure and optimize impact by using metrics that link marketing activities to business outcomes



  • Manage risk and uncertainty by using scenarios, contingency plans, and experiments



  • Demonstrate accountability by reporting results clearly, explaining deviations, and taking corrective actions



Power 7: Walk the Halls




As a marketing leader, you need to walk the halls and build relationships with key stakeholders inside and outside the organization. You need to walk the halls--by networking effectively, listening actively, and giving and receiving feedback--to gain trust, support, and influence.


How can you walk the halls? Here are some tips:


  • Network effectively by identifying and reaching out to relevant people, offering value, and following up



  • Listen actively by paying attention, asking open-ended questions, and summarizing key points



  • Give and receive feedback by being specific, constructive, timely, and respectful



Power 8: You Go First




As a marketing leader, you need to you go first and lead by example in marketing innovation and change. You need to you go first--by embracing change, challenging the status quo, and experimenting and learning--to drive growth, differentiation, and improvement.


How can you you go first? Here are some tips:


  • Embrace change by being flexible, adaptable, and resilient



  • Challenge the status quo by asking why, what if, and why not



  • Experiment and learn by trying new things, measuring results, and learning from failures



Power 9: Get the Mix Right




As a marketing leader, you need to get the mix right and balance the different elements of the marketing mix (product, price, place, promotion). You need to get the mix right--by understanding customer needs and preferences, segmenting and targeting markets, and positioning and differentiating offerings--to create value for customers and capture value for the company.


How can you get the mix right? Here are some tips:


  • Understand customer needs and preferences by conducting market research, analyzing data, and creating personas and profiles



  • Segment and target markets by identifying groups of customers with similar characteristics, needs, and behaviors, and selecting the most attractive and profitable ones



  • Position and differentiate offerings by creating a unique value proposition that communicates how your offering meets customer needs better than competitors'



Power 10: Think Like a Customer




As a marketing leader, you need to think like a customer and see the world from their perspective. You need to think like a customer--by conducting customer research, mapping customer journeys, and designing customer experiences--to understand their pain points, expectations, and emotions.


How can you think like a customer? Here are some tips:


  • Conduct customer research by using methods such as surveys, interviews, focus groups, and observation to collect qualitative and quantitative data on customer behavior, attitudes, and satisfaction



  • Map customer journeys by creating a visual representation of the steps customers take before, during, and after interacting with your brand or product



  • Design customer experiences by using principles such as empathy, simplicity, consistency, and personalization to create positive and memorable interactions that meet or exceed customer expectations



Power 11: Inspire with Purpose




As a marketing leader, you need to inspire with purpose and communicate a compelling vision for marketing that aligns with the company's mission and values. You need to inspire with purpose--by crafting a powerful story, engaging emotions, and appealing to values--to motivate and inspire your team, your colleagues, and your customers.


How can you inspire with purpose? Here are some tips:


  • Craft a powerful story by using a clear structure, a compelling plot, and a memorable message to convey your vision and strategy



  • Engage emotions by using techniques such as humor, surprise, and storytelling to capture attention, create connection, and elicit action



  • Appeal to values by using words and images that resonate with your audience's beliefs, aspirations, and identity



Power 12: Tell Them What You Do




As a marketing leader, you need to tell them what you do and showcase the value of marketing to internal and external audiences. You need to tell them what you do--by reporting results clearly, celebrating successes publicly, and advocating for marketing's role--to build credibility, visibility, and influence.


How can you tell them what you do? Here are some tips:


  • Report results clearly by using metrics that link marketing activities to business outcomes, using charts and graphs to visualize data, and highlighting key insights and implications



  • Celebrate successes publicly by sharing stories of marketing achievements, recognizing team members and partners for their contributions, and thanking stakeholders for their support



  • Advocate for marketing's role by explaining how marketing creates value for customers and the company, educating others on marketing best practices and trends, and promoting marketing as a strategic partner and leader



Conclusion




In this article, we've given you an overview of the 12 powers of a marketing leader and how you can apply them to your own situation. These powers are based on the value creation zone (V-Zone)--the all-important overlap between your company's and customers' needs.


By applying these powers, you'll be able to help the business win in the market--and achieve your career goals. You'll be able to make a difference in your organization and in your career.


If you want to learn more about the 12 powers of a marketing leader, we encourage you to read the book The 12 Powers of a Marketing Leader: How to Succeed by Building Customer and Company Value, by Thomas Barta and Patrick Barwise, or visit their website at www.marketingleader.org for more resources.


FAQs




Here are some frequently asked questions about the 12 powers of a marketing leader:


What are some common challenges that marketing leaders face?




Some common challenges that marketing leaders face are:


  • Lack of alignment with the company's strategy and goals



  • Lack of support and collaboration from other functions and senior executives



  • Lack of resources and authority to execute marketing plans and initiatives



  • Lack of measurement and accountability for marketing impact and performance



  • Lack of recognition and visibility for marketing achievements and value



How can marketing leaders measure their impact on business performance?




Marketing leaders can measure their impact on business performance by using metrics that link marketing activities to business outcomes, such as:


  • Revenue growth and market share



  • Customer acquisition, retention, and loyalty



  • Customer satisfaction and advocacy



  • Brand awareness, preference, and equity



  • Return on marketing investment (ROMI)



How can marketing leaders develop their leadership skills?




Marketing leaders can develop their leadership skills by seeking learning opportunities, feedback, and coaching, such as:


  • Reading books, articles, blogs, and podcasts on marketing and leadership topics



  • Taking courses, workshops, webinars, and seminars on marketing and leadership skills



  • Joining professional associations, networks, and communities of practice for marketers and leaders



  • Asking for feedback from their boss, colleagues, team members, customers, and mentors



  • Hiring a coach or mentor who can provide guidance, support, and advice



How can marketing leaders foster a culture of innovation in their teams?




Marketing leaders can foster a culture of innovation in their teams by embracing change, challenging the status quo, and experimenting and learning, such as:


  • Encouraging their team members to explore new ideas, opportunities, and trends



assumptions, norms, and practices


  • Experimenting with new methods, tools, and technologies



  • Learning from failures and successes and sharing best practices and lessons learned



How can marketing leaders collaborate effectively with other functions in the organization?




Marketing leaders can collaborate effectively with other functions in the organization by collaborating across functions, influencing without authority, and creating a customer-centric culture, such as:


  • Inviting other functions to participate in marketing planning, decision making, and execution



  • Using data, logic, emotion, and storytelling to persuade and convince other functions to support marketing initiatives



  • Sharing customer insights, feedback, and stories with other functions to create a common understanding of customer needs and expectations



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