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The Next CMO: A Guide to Operational Marketing Excellence Second Edition

CMOs and the next generation of marketing leaders need to read this book to develop a strategy for ensuring operational excellence to achieve their goals.

What's in the Book?

The world is changing and so is the marketing profession. CMOs and the next generation of marketing leaders need to read this book to develop a strategy for ensuring operational excellence to achieve their goals.

The foreword of this book is written by: Dave Gerhardt

Learn a best practices approach for forming your marketing goals, creating a strategy, building a plan, crafting impactful campaigns, optimizing budgetary spending, and tracking the success.
Leverage pre-built models, practical approaches, and templates to help structure the reader's own marketing strategy.
CMOs need to be visionary strategists by day and operational tacticians by night. Use our guide to build and manage your own integrated marketing machine.

About the Authors

Peter Mahoney

(Former) CEO, Plannuh

Peter Mahoney is the founder and former CEO of Plannuh, a venture-backed software company providing the first AI-driven platform to automate marketing leadership. Before founding Plannuh, Peter spent more than 30 years as a marketing and product executive with experience as a CMO for startups through multi-billion dollar public companies, including voice and AI leader, Nuance Communications. Peter is also an active board member, angel investor, advisor, a sought-after public speaker, and the host of The Next CMO podcast. Peter has a large following on Twitter via his @nerdCMO account. Peter graduated from Boston College with a double major in Physics and Computer Science and still lives a stone’s throw away from campus with his wife and three adultish children.

Scott Todaro

(Former) CMO, Plannuh

With a passion for marketing, Scott has devoted his 29-year professional career to perfecting the craft. As former CMO and co-founder of Plannuh, along with Peter, Scott is committed to improving the marketing profession by creating a software platform to help marketers optimize their strategies, plans, and budgets. Scott has held marketing leadership positions with seven companies, 4 resulting in successful exits, and has managed hundreds of marketing professionals. In addition to his professional experience, Scott holds two business degrees with concentrations in marketing and was an adjunct professor for 4 years at the University of Massachusetts, Lowell teaching marketing strategy to MBA students. Scott lives outside of Boston with his wife Maureen and family. You can follow Scott on Twitter @stodaro24

Dan Faulkner

(Former) CTO, Plannuh

Dan has 25 years of high-tech experience, spanning research and development, product management, strategy, and general management. He has deep international experience, having led businesses in Europe, Asia, North America, and South America, delivering complex AI solutions at scale to numerous industries. Dan holds a Bachelor’s degree in Linguistics, and Masters degrees in Speech & Language Processing, and Marketing. He has completed studies in Strategy Implementation at Wharton. Dan lives in Andover, Massachusetts with his wife and two children.

Chapter List

Chapter 1The Problem with Operational Marketing Leadership
Chapter 2The Impact of Ineffective Marketing Leadership Execution
Chapter 3The Elements of Operational Marketing Excellence
Chapter 4Building a Winning Marketing Plan
Chapter 5Goals-Based Marketing
Chapter 6Your Marketing DNA: Stakeholders and Culture
Chapter 7Defining, Creating, & Applying Marketing Strategy
Chapter 8Redefining Marketing Campaigns
Chapter 9Successful Management of Your Marketing Budget
Chapter 10The New Marketing ROI
Chapter 11How to Present Marketing Results to Your CEO and Board
Chapter 12The Operational Marketing Index