170 - How to Build a Marketing Plan, with Peter Mahoney

How does a self-proclaimed science nerd approach marketing? By using the scientific method, of course! Peter Mahoney, author of “The Next CMO,” sits down to talk with Daniel about his unique and incredibly analytical approach to marketing tactics.  Learn why constant testing is the glue holding a marketer’s success in the balance and why you should always come equipped with a concrete set of goals for your marketing plan, including metrics, targets, and milestones. Then, Peter unveils his top tip for aspiring marketers— and why talking to your finance department should be your top priority.     0:00 Intro/Background 3:51 Testing Your Hypothesis 6:05 Setting Up a Plan 13:43 Understanding Data 19:15 Selling a Marketing Plan 24:10 Justifying Brand Campaigns 31:42 A Hill to Die On 36:11 Where to Find Us   Find Peter:  LinkedIn: https://www.linkedin.com/in/pemahoney/ Podcast: The Next CMO Book: The Next CMO   Follow Daniel: Twitter: https://www.twitter.com/Dmurr68 LinkedIn: https://www.linkedin.com/in/daniel-murray-marketing   And thanks to our episode sponsor, Retention.  What do brands like Warby Parker, Dr. Squatch, Vital Proteins, and Blendjet all have in common? Retention.com is their highest-performing ROAS channel by far. Visit Retention.com to book a demo today.    Sign up for The Marketing Millennials newsletter:  www.workweek.com/brand/the-marketing-millennials   Daniel is a Workweek friend, working to produce amazing podcasts. To find out more, visit: www.workweek.com