The 12 Powers of a Marketing Leader

Patrick Barwise

Emeritus Professor of Management and Marketing

London Business School

These presentation slides were taken from Patrick’s recent presentation at The Financial Services Forum’s Members’ Conference. It is about what drives senior marketers’ business impact and career success. It is based on Patrick Barwise’s recent book The 12 Powers of a Marketing Leader co-authored with former McKinsey partner Thomas Barta.
Patrick Barwise, Emeritus Professor, of Management and Marketing, London Business School
Patrick joined LBS in 1976 after an early career at IBM and has published widely on management, marketing and media. His book, Simply Better: Winning and Keeping Customers by Delivering What Matters Most, co-authored with Seán Meehan (IMD, Lausanne), won the American Marketing Association’s 2005 Berry-AMA Book Prize. Their second book, Beyond the Familiar: Long-Term Growth through Customer Focus and Innovation, was published in 2011. His latest book, The 12 Powers of a Marketing Leader, coauthored with former McKinsey partner Thomas Barta, was published in October 2016. He is former chairman of Which?, an experienced expert witness in international commercial, tax and competition cases, and has been involved as an advisor and early investor in two successful business start-ups: the online market research company Research Now (sold to e-Rewards in
2009) and the online brand community specialist Verve.

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