About the Book

Apply software-inspired management concepts to accelerate modern marketing
In many ways, modern marketing has more in common with the software profession than it does with classic marketing management. As surprising as that may sound, it's the natural result of the world going digital. Marketing must move faster, adapt more quickly to market feedback, and manage an increasingly complex set of customer experience touchpoints. All of these challenges are shaped by the dynamics of software—from the growing number of technologies in our own organizations to the global forces of the Internet at large.

But you can turn that to your advantage. And you don't need to be technical to do it.

Hacking Marketing will show you how to conquer those challenges by adapting successful management frameworks from the software industry to the practice of marketing for any business in a digital world. You'll learn about agile and lean management methodologies, innovation techniques used by high-growth technology companies that any organization can apply, pragmatic approaches for scaling up marketing in a fragmented and constantly shifting environment, and strategies to unleash the full potential of talent in a digital age.

Marketing responsibilities and tactics have changed dramatically over the past decade. This book now updates marketing management to better serve this rapidly evolving discipline.

Increase the tempo of marketing's responsiveness without chaos or burnout
Design "continuous" marketing programs and campaigns that constantly evolve
Drive growth with more marketing experiments while actually reducing risk
Architect marketing capabilities in layers to better scale and adapt to change
Balance strategic focus with the ability to harness emergent opportunities
As a marketer and a manager, Hacking Marketing will expand your mental models for how to lead marketing in a digital world where everything—including marketing—flows with the speed and adaptability of software.

About the Author

SCOTT BRINKER is the editor of the popular Chief Marketing Technologist blog (chiefmartec.com), where he covers topics at the intersection of marketing and technology, and he is the program chair of the MarTech conference series. He is also the cofounder and CTO of ion interactive, a marketing software company that serves leading brands such as Dell, DHL, Dun & Bradstreet, eHealth, General Mills, Iron Mountain, Paychex, Pearson, and Symantec.

Table of Contents:
Introduction ix I MARKETING ˜ DIGITAL ˜ SOFTWARE 1 Hacking Is a Good Thing 2 Marketing Is a Digital Profession 3 What Exactly Are Digital Dynamics? 4 Marketing Is Now Deeply Entwined with Software 5 Marketers Are Software Creators Now 6 Parallel Revolutions in Software and Marketing 7 Adapting Ideas from Software to Marketing II AGILITY 8 The Origins of Agile Marketing 9 From Big Waterfalls to Small Sprints 10 Increasing Marketing’s Management Metabolism 11 Think Big, but Implement Incrementally 12 Iteration = Continuous Testing and Experimentation 13 Visualizing Work and Workflow to Prevent Chaos 14 Tasks as Stories along the Buyer’s Journey 15 Agile Teams and Agile Teamwork 16 Balancing Strategy, Quality, and Agility 17 Adapting Processes, Not Just Productions III INNOVATION 18 Moving Marketing from Communications to Experiences 19 Marketing in Perpetual Beta with an Innovation Pipeline 20 Collaborative Designs and the Quest for New Ideas 21 Big Testing Is More Important Than Big Data IV SCALABILITY 22 Bimodal Marketing: Balancing Innovation and Scalability 23 Platform Thinking and Pace Layering for Marketing 24 Taming Essential and Accidental Complexity in Marketing V TALENT 25 Chasing the Myth of the 10× Marketer Notes Acknowledgments About the Author