You can market, but can you lead?
In their new book, The 12 Powers of a Marketing Leader: How to Succeed by Building Customer and Company Value, researchers Thomas Barta and Patrick Barwise reveal how being a marketing leader demands different skills than a general or a CEO, based on original, large-scale quantitative research of successful marketers
Q: Your book grew out of an interesting study on marketing leadership. Talk about that study and how it produced the idea for this book.
Barta: I was a marketer for many years. Ever since I was six, my mother told me I was the only kid watching advertisements and not the movies, that something was wrong, so [I] had to find a job that fit [me]. I love marketing, but I was frustrated with the [lack of] power we had as marketers, even in the marketing organization where the finance people still called the shots.