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Speaker session

Leadership below the CEO - the 12 powers of a marketing leader

14:30 - 15:45

Paddy Barwise

Emeritus Professor of Management and Marketing

About this session

This presentation, by LBS Emeritus Professor Patrick Barwise, will discuss ‘leadership below the CEO’ in the specific context of what drives senior marketers’ business impact and career success. It will be based on his new book The 12 Powers of a Marketing Leader, co-authored with former McKinsey partner Thomas Barta (SEMBA 2001). Drawing on large-scale new research, the results and recommendations fall under four headings:

  • Mobilise Your Boss: Make an impact at the highest level and align marketing with the company’s priorities
  • Mobilise Your Colleagues: Inspire and motivate your non-marketing colleagues to deliver a great customer experience
  • Mobilise Your Team: Build and empower a winning marketing team with the right mix of creative, analytical and leadership skills
  • Mobilise Yourself: Focus on emotionally engaging goals that will benefit your customers, your company and yourself, by meeting your own needs and ambitions.


Even in this digital age, marketers still need to complement their ever more complex and fast-changing technical skills with time-honoured business and leadership skills. The presentation will provide a framework and research-based recommendations on how to achieve this to increase both marketers’ influence within their companies and their long-term career success and satisfaction. Although the focus will be on marketers, the main messages are be relevant to managers in every function.

About the speaker

Patrick Barwise is Emeritus Professor of Management and Marketing at LBS. He joined the School in 1976 after an early career at IBM and has published widely on management, marketing and media. He is also former chairman of Which?, the UK’s leading consumer organization, and an experienced expert witness in commercial, tax and competition cases. www.patrickbarwise.com