The Next CMO: A Guide to Operational Marketing Excellence

by Peter Mahoney, Scott Todaro, Dan Faulkner

Overview

The role of the Chief Marketing Officer has never been more complex—or more critical. As the marketing profession rapidly evolves, today’s CMOs and tomorrow’s marketing leaders are expected to balance visionary strategy with precise operational execution.

The Next CMO: A Guide to Operational Marketing Excellence delivers a practical framework to help you meet that challenge head-on. Drawing on decades of experience leading marketing teams at startups and multi-billion-dollar companies, authors Peter Mahoney, Scott Todaro, and Dan Faulkner present a comprehensive playbook for modern marketing leadership.

This guide provides a best practices approach to forming clear marketing goals, developing strategic plans, building impactful campaigns, optimizing budgets, and measuring real marketing ROI. It includes practical models, proven frameworks, and ready-to-use templates that help you structure an efficient, results-driven marketing strategy tailored to your organization’s needs.

Whether you're a seasoned CMO or an aspiring marketing leader, The Next CMO offers actionable insights to help you:

Establish goals aligned with your business objectives Create scalable, strategy-based marketing plans Craft campaigns that drive measurable impact Optimize your budget for efficiency and effectiveness Demonstrate marketing’s contribution to business growth

In today’s data-driven, fast-moving marketing landscape, operational excellence is no longer optional—it’s the foundation for success. This book is your essential guide to becoming a high-performing marketing leader and driving long-term value for your business.

Product Details

ISBN-13:	9781480894112
Publisher:	Archway Publishing
Publication date:	08/25/2020
Pages:	174
Product dimensions:	5.50(w) x 8.50(h) x 0.40(d)

About the Author

Peter Mahoney

Peter Mahoney is the founder and CEO of Plannuh, a company providing the first AI-driven platform to automate marketing operations. 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.

Scott Todaro

Scott has devoted his 28-year professional career to perfecting the marketing craft. He has held marketing leadership positions with seven companies, 4 resulting in successful exits. Scott holds BBA and MBA degrees with concentrations in marketing and was an adjunct professor for 4 years teaching marketing strategy to MBA students.

Dan Faulkner

Dan Faulkner is the CTO of Plannuh, where he is responsible for the delivery of the world's first AI-driven marketing management platform. Dan has 25 years of experience in product management, strategy, and general management. Dan holds a Bachelor's degree in Linguistics and a Masters in Marketing.

Table of Contents

About the Authors vii

Foreword ix

Chapter 1 The Problem with Operational Marketing Leadership 1

Chapter 2 The Impact of Ineffective Marketing Leadership Execution 11

Chapter 3 The Elements of Operational Marketing Excellence 21

Chapter 4 Your Marketing DNA: Stakeholders and Culture 39

Chapter 5 Goals-Based Marketing 51

Chapter 6 Building a Winning Marketing Plan 69

Chapter 7 Redefining Marketing Campaigns 87

Chapter 8 Successful Management of Your Marketing Budget 97

Chapter 9 The New Marketing ROI 131

Conclusion 157

Templates and Exhibits 159