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.
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Zach Brooke is a former AMA staff writer turned freelance journalist. His work has been featured in Chicago magazine, Milwaukee Magazine, A.V. Club and VICE, among others. Follow him on Twitter @Zach_Brooke.