Authors and industry leaders Peter Mahoney, Scott Todaro and Dan Faulkner share their combined 70 years of marketing experience to provide a marketing strategies guide

The marketing profession changed more in the last 18 months than it had in the previous 18 years. The rapid evolution of the marketing profession and the need for even more agile marketing drove the thinking behind the second edition of a new book aimed at providing chief marketing officers (CMOs) and aspiring marketing leaders with practical guidance to operationalize marketing strategies.

Building on the success of the first edition, the second edition of “The Next CMO – A Guide to Operational Marketing Excellence” provides a guide for creating winning marketing plans, executing against strategies, optimizing budget, and measuring true business value. Peter Mahoney, Scott Todaro and Dan Faulkner provide insights to help CMOs become effective leaders and change agents and have a strong strategic voice at the executive table.

The book provides contemporary models, practical approaches and templates to help readers structure their own marketing strategy, along with using a best-practices approach to achieve success.

The second edition includes many updates and several new chapters focusing on marketing strategy, best practices for presenting marketing results to the CEO, and exclusive data generated from the Operational Marketing Index on the current state of marketing operations. There also are new content and diagrams to help marketers select their marketing planning approach.

This new edition of the book has inspired the The Next CMO Community, a group of like-minded marketers focused on improving marketing strategies and the overall operations of their teams.

“The world is rapidly changing and so is the marketing profession,” Mahoney said. “This latest edition of “The Next CMO” builds on a strong foundation and adds timely and practical insights designed to help current and future CMOs deliver even better business outcomes from their marketing investments.”

Here’s what readers are saying about the book:

“I have so much respect for the whole Plannuh team. There is no set operating system for modern marketers today. What Peter, Scott and Dan have done is finally provide some long- sought-after answers to those marketing FAQs. They’ve managed to blend the operational side of marketing with the creative side to help you build a brand that is in service of revenue, not working against your business objectives. This book will give you the insights, templates, models, etc. that you need to implement a strategy that works for you and your business, no one else’s.”- Dave Gerhardt, Chief Brand Officer, Drift

“What does it take to be a great CMO? Vision and creativity are important, but “operational marketing” is essential if you’re going to make your vision a reality. Perhaps the most important job of a CMO is to orchestrate all the parts of their team to do the only thing CEOs really care about: deliver results! This book provides the recipe for modern CMOs to be successful.” – Eric Schurr, Former 4-time CMO (Rational Software, Carbon Black)