about the 12 Powers of a Marketing Leader
BECOME AN
INFLUENTIAL
MARKETER
BECOME AN INFLUENTIAL MARKETER
The
Marketing
Leadership Masterclass
Next class: April 2021
MAKE CHANGE HAPPEN
The Marketing Leadership Masterclass – Shaping the Change Leaders of Tomorrow
COLLABORATION AT THE HEART
The Marketing Leadership Masterclass: Experience on one of the world’s most advanced learning platforms:
MASTER THE PRINCIPLES OF MARKETING LEADERSHIP
LEAD
UPWARDS
Get senior leaders to support your activities, even if you can’t always prove the outcome
LEAD
YOURSELF
Stand up, lead, and
inspire those around you
LEAD
SIDEWAYS
Convince colleagues, peers, and clients who don’t report to you—but who are essential for your success
LEAD
TEAMS
Build teams that ask for forgiveness, not just permission
A POWERFUL CURRICULUM FOR CHANGE LEADERS
LEAD
UPWARDS
Your Value Creation Zone
- Stakeholder needs
- The V-Zone
- Big-picture view
- Getting promoted
Deliver Returns
- Measurement
- Funnels
- Budget strategies
- Execution leaks
Become Irresistible
- Change leaders
- Jargon
- Emotional leaders
- The best partners
LEAD
SIDEWAYS
Align The Silos
- Change in the matrix
- Idiosyncrasy credits
- Going around the roots
- Walking the halls
Start The Movement
- Windows for change
- Storytelling
- Bite-size issues
- Movements
Grab The Ball
- Pushing back
- Feed forward
- Role model
- Going first
LEAD
TEAMS
Get The Mix Right
- Distinctive skills & traits
- Team missions
- Alignment
- Team focus
Give Them Wings
- Building team trust
- Building confidence
- Permission
- Forgiveness
Let Outcomes Speak
- Fair stretch targets
- Counting what matters
- Biting the bullet
- Letting go
LEAD
UPWARDS
Know How You Inspire
- The power of inspiration
- Why you inspire
- Fire in your eyes
- What makes you tick
Do It Your Way
- Become an influencer
- “Binfluencers”
- Authentic leaders
- Effective leaders
Aim Higher
- Job descriptions
- Setting a vision
- How to be brave
- Dreaming & planning
INSIGHTS FROM THE WORLD’S LARGEST STUDIES ON MARKETERS’ SUCCESS
WHAT YOU WILL LEARN
Become an Influential Change Leader
- Driving change inside organizations
- Proving your work’s relevance
- Getting more resources
- Getting colleagues on board
- Building teams of leaders
- Inspiring change
- Making yourself indispensable
- Achieving real business impact
ABOUT THOMAS BARTA
Thomas Barta is one of the world’s premier experts on marketing leadership
Thomas is a former partner of McKinsey and an organizational psychologist. He conducts groundbreaking research at the intersection of marketing and leadership – including the world’s largest study, with over 68,000 assessments – on what makes for an impactful marketing officer.
Thomas has developed the Marketing Leadership Masterclass since 2016. The aim? Help build the next generation of influential change leaders.
His and Patrick Barwise’s book, The 12 Powers of a Marketing Leader, has set the new standard for marketing leadership. As a dean of the firm’s highest-rated internal program, Thomas trained over a thousand McKinsey leaders on driving change without authority. To date, thousands of executives have attended his marketing leadership classes.
Thomas is the leadership dean of the Marketing Academy CMO Fellowship and an Honorary Fellow of the Marketing Society.
His work appears in Forbes, Marketing
Week, and on his own TryThis.Blog.
ABOUT SYL SALLER
Syl Saller CBE, is among marketing’s preeminent global leaders of our time
For the new Marketing Leadership Masterclass, Thomas has teamed up with world-leading CMO Syl Saller. In her role as Chief Marketing and Innovation officer for Diageo, owner of iconic brands like Johnnie Walker, Guinness, and Smirnoff, Syl led all global marketing, media, design, innovation, R&D, and reserve—Diageo’s luxury division. Her experience ranges from luxury goods to FMCG and retail/franchisee models, and she has a deep understanding of both developed and emerging markets.
An experienced Board member, Syl is President of the Marketing Society, sits on the board of the Marketing Academy, and is an Executive Coach for their Fellowship program. She has been a Non-Executive Director of Domino’s Pizza Group plc, on the executive committee of the World Federation of Advertisers, a Trustee for the Women’s Prize for Fiction, and Chairman of Distill Venture’s Investment Committee.
Syl has been consistently recognized for her service to industry. She was awarded Commander of the Order of the British Empire (CBE) in the Queens 2020 Honour list in recognition of her services to business and equality in the workplace. She has been Marketer of the Year and one of WFA’s Top 5 Global CMO’s, Debrett’s 500 Most Influential People in Britain, Campaign’s Top 5 Marketers, Ad Age’s Women to Watch, and Forbes 50 Most Influential CMOs.
QUESTIONS?
Who should enroll?
The Marketing Leadership Masterclass is for everyone who wants to make change happen. Experienced leaders will learn how to shape the top agenda, influence throughout the firm, and build powerful teams that ask for forgiveness, not for permission.
Emerging leaders will discover why projects sometimes get stuck and what the world’s best influencers do to win.
Agency executives will gain the skills to influence the people who matter and become their clients’ most trusted advisor by helping them achieve real impact.
Career movers will learn how to plan their next gig, get ready to ask the right questions, set the right priorities, and hit the ground running.
When can I start?
We run two openMarketing Leadership Masterclasses each year in September and in April.
If you have a team of 100 or more, we may put on a class specifically for you. Just message us at learn@marketingleadershipmasterclass.com
What’s the real time commitment?
That’s your choice. Participants looking to experience the full Marketing Leadership Masterclass depth devote 3-4 hours per week. If you are pressed for time, 30 minutes a week will allow you to attend all lessons and discuss with peers.
Here is a simple 1-2-3 rule. Each week, watch 1 lecture, ask 2 questions, and answer 3 questions from your peers. If you can do that – and that’s easy, right? – you’ll take your skills to a whole new level.
How does the discussion platform work?
The Marketing Leadership Masterclass platform lets you discuss with the other course participants, form groups, start new topics. We have moderators to help direct the discussion–as needed. Thomas and Syl will reply to your questions during the Q&A sessions.
What exactly is included in the Marketing Leadership Masterclass?
- 12 modules, seeded over 12 weeks, covering all aspects of marketing leadership
- Additional insights by world-leading CMO Syl Saller
- 30+ videos, over 100 questions to trigger your thinking, links to articles and speeches
- Weekly email updates, SMS reminders (optional)
- Access to the 24/7 discussion board where you can ask questions and help others
- 6 interactive live Q&A sessions
- 100 days overall access to the platform
- Becoming part of the Marketing Leadership Masterclass Alumni network
Are there tests or exams?
You’ll be glad to hear: no! The Marketing Leadership Masterclass holds the most powerful strategies for every change leader. You’ll get to discus your most critical issues with peers. You can work on your own personal plan, but you don’t need people to check on your knowledge. Your real exam is life. That’s what we are helping you build.
Upon completion you will receive your Certificate of Professional Growth. Grades will recognize much you have contributed to the class discussion.
How much does the Marketing Leadership Masterclass cost?
The tuition fee for the full 12-week course, all material, the live sessions, and 100 days access to the collaboration platform is € 1.099, that’s ca. £ 999 or US$ 1,229 (+ VAT for companies, where applicable). That’s less then your average couples’ weekend trip.
Can I change my mind?
It’s important to us that you can take the Marketing Leadership Masterclass at a time that works for you. The course fee is non-refundable. But if your plans change, we’ll happily book you on the next class.
Is the course worth the money?
The Marketing Leadership Masterclass differs from almost any other class you can take. At its heart is intense peer discussion. You can interact and learn with others, debate, and form groups. In this Masterclass, you’ll work on real-life issues—and on your plan. If you fully embrace it, this class will be transformational for your career.
Next Marketing Leadership Masterclass: April 2021
Register here and we’ll put you right in front of the line when future registrations for the Marketing Leadership Masterclass open.
A LETTER TO YOUR BOSS
The Marketing Leadership Masterclass is more affordable than your average couples‘ weekend trip. Furthermore, most companies support employees who take the class. Here’s some inspiration for a letter to your boss or HR team:
Dear ____,
I’d like to take the world’s leading course on marketing change leadership: the Marketing Leadership Masterclass. Would you sponsor me?
As you know, I’m working on several important projects for our firm. I’ve already developed my functional skills through training and your apprenticeship. But you also know, making change happen inside organizations can be tricky. That’s why I’m keen to skill up.
The course I’d like to join is the Marketing Leadership Masterclass. It’s taught by one of the world’s foremost marketing leadership experts, Thomas Barta, and by world-leading Diageo CMO Syl Saller. The course has a rigorous curriculum and teaches the essence of leading change inside organizations.
Previous participants have said the course is “eye opening” and has “lasting impact for both professional and personal life.” I can apply these change-skills directly to my work.
The tuition fee is € 1099. The next class starts in April 2021 and I’d love to sign up by _________.
I believe it’s the training I – and perhaps our entire team – need right now.
Would you support me and reimburse the training fee?
Best regards,