The 12 Powers of a Marketing Leader...2017/03/31  · (Kohli & Jaworski, 1990; Narver &...

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FS Forum 29.3.17

The 12 Powers of a Marketing Leader

Patrick Barwise

London Business School

2

Customer-focused organisation

Marketing budget

Advertising

3

$$$

$$$

Overall customer

experience

Drivers of short- and

long-term performance

ST Performance

LT PerformanceBrand Equity

What do we know about

marketing’s wider effectiveness?

4

• Companies succeed by profitably meeting customers’ needs

better than the competition

(Kohli & Jaworski, 1990; Narver & Slater, 1990)

• Executive remuneration is lower in firms with strong brands (Tavassoli et al, 2014)

• Having a CMO in the top team and an influential

marketing department does help drive business

performance (Germann et al, 2015; Feng et al, 2015)

5

BUT

• Most marketers have limited business impact and

career success

• Marketing (customer focus) is important but

marketers often aren’t

6

The Research

7

• 1,232 senior marketers: self assessments

• 7,429 executives: 360-degree assessments

• 100+ depth interviews

The three gaps

8

Trust gap

9

Photo credit: guardianlv.com

Power gap

10

Photo credit: Pixabey

Skills gap

11

12

The three gaps

Trust

Power

Skills

13

B2B vs B2C

<1%

Personality

<5%

Leadership

Skills

~55%

Company

~25%

Gender

<1%

Contribution to the explicable variation in senior marketers’ business impact

Functional

skills

~15%

14

BOSS

PEERS

TEAM

SELF

15

16

The Value Creation Zone

Customer

needs

Company

needsV

Zone

17

Mobilize your boss

1. Tackle Only Big Issues

2. Deliver Returns, No Matter What

3. Work Only with the Best

Business

Impact

Career

Success10%

12%

1%

23%

10%

3%

2%

15%

Relative contribution of each power to the explicable variation in marketers’

business impact and career success

Mobilize your colleagues

18

19

Photo credit:: Dan Dickinson via Compfight

20

Source: Quickmeme.com

21

Mobilize your colleagues

Business

Impact

Career

Success

Relative contribution of each power to the explicable variation in marketers’

business impact and career success

4. Hit the Head and the Heart

5. Walk The Halls

6. You Go First

3%

13%

6%

22%

7%

13%

12%

32%

22

Distinctive skills

23

Trust: Forgiveness–not permission

24

25

Mobilize your team

Business

Impact

Career

Success

Relative contribution of each power to the explicable variation in marketers’

business impact and career success

7. Get the Mix Right

8. Cover Them in Trust

9. Let the Outcomes Speak

20%

4%

6%

30%

7%

3%

9%

19%

26

27

Mobilize yourself

Business

ImpactCareer

Success10. Fall in Love with Your World

11. Know How You Inspire

12. Aim Higher

18%

2%

5%

25%

9%

12%

13%

34%

Relative contribution of each power to the explicable variation in marketers’

business impact and career success

28

29

30

Trust Power

31

32

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