O'Reilly logo

The 12 Powers of a Marketing Leader: How to Succeed by Building Customer and Company Value by Patrick Barwise, Thomas Barta

Stay ahead with the world's most comprehensive technology and business learning platform.

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, tutorials, and more.

Start Free Trial

No credit card required

POWER #6

You Go First

Your central question:

How can I visibly act to increase the V-Zone?

However great your story, only tangible results will make you a successful marketing leader.

Not surprisingly, being seen as a conduit for tangible results is a top driver of marketers’ career success (12 percent). It’s also a significant contributor to their business impact (6 percent).

The reason is simple. The company’s most senior leaders, who have a big say in marketers’ career progression, value tangible outcomes, especially revenue and profit growth. No abstract idea, no story, no plan can compete with hard-nosed business results. The closer you speak and act on the revenue and profit lines, the stronger your internal recognition. And the more ...

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, interactive tutorials, and more.

Start Free Trial

No credit card required