BOOK REVIEW: The Next CMO
by Peter Mahoney, Scott Todaro, and Dan Faulkner
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ABOUT THE BOOK (from Amazon):
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. This book will provide a best practices approach for forming your marketing goals, creating a strategy, building a plan, crafting impactful campaigns, optimizing budgetary spending, and measuring true ROI. This book provides models, practical approaches, and templates to help the reader structure their own marketing strategy.
MY REVIEW:
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I saw one of the authors, Scott Todaro, speak at a marketing conference recently. I was intrigued by the idea of Marketing ROI (MROI) and wanted to learn more from his book.
The book is true to its title—The Next CMO. It really is for CMOs (higher level marketing positions). As a marketing director of a small company, I found this book helpful, particularly the last three chapters. However, a lot of what he talks about is for much larger companies.
The Next CMO is short, just 174 pages, so I was able to read it in about 2-3 hours. But I will need to spend some time processing MROI and how to calculate that for my company.
I definitely think this book is worth reading if you’re in marketing, but only if you’re in a high level role.