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

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POWER #9

Let the Outcomes Speak

Your central question:

How can I be a fair judge?

In the spirit of this chapter, let’s start with the numbers.

In our research, aligning people’s goals with the business objectives and holding them accountable for achieving these goals (Letting the Outcomes Speak) is a significant driver of senior marketers’ business impact (6 percent relative contribution) and an even bigger deal for career success (9 percent relative contribution). To mobilize your team, managing performance is key.

But letting the outcomes speak is a major struggle for many marketers and one reason why many C-suite leaders don’t trust them.

We’ll now show you some numbers, which, if you are a marketing leader, don’t read too nicely. But ...

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