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Introduction ix I MARKETING â DIGITAL â SOFTWARE 1 1 Hacking Is a Good Thing 3 2 Marketing Is a Digital Profession 9 3 What Exactly Are Digital Dynamics? 15 4 Marketing Is Now Deeply Entwined with Software 25 5 Marketers Are Software Creators Now 31 6 Parallel Revolutions in Software and Marketing 37 7 Adapting Ideas from Software to Marketing 47 II AGILITY 53 8 The Origins of Agile Marketing 55 9 From Big Waterfalls to Small Sprints 65 10 Increasing Marketing's Management Metabolism 75 11 Think Big, but Implement Incrementally 85 12 Iteration = Continuous Testing and Experimentation 95 13 Visualizing Work and Workflow to Prevent Chaos 105 14 Tasks as Stories along the Buyer's Journey 117 15 Agile Teams and Agile Teamwork 129 16 Balancing Strategy, Quality, and Agility 143 17 Adapting Processes, Not Just Productions 155 III INNOVATION 161 18 Moving Marketing from Communications to Experiences 163 19 Marketing in Perpetual Beta with an Innovation Pipeline 173 20 Collaborative Designs and the Quest for New Ideas 183 21 Big Testing Is More Important Than Big Data 193 IV SCALABILITY 205 22 Bimodal Marketing: Balancing Innovation and Scalability 207 23 Platform Thinking and Pace Layering for Marketing 219 24 Taming Essential and Accidental Complexity in Marketing 233 V TALENT 245 25 Chasing the Myth of the 10x Marketer 247 Notes 255 Acknowledgments 263 About the Author 267 Index 269
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.
"A brilliant road map on how to evolve the capability and culture of marketing practices using parallels from the most disruptive industry in the world, the software industry." Â Ram Krishnan, SVP & CMO, PepsiCo "Creates a compelling model for how to think about the intersection of marketing and our digital world. It helped me re-think the way I approach my role as a CMO." Â John L. Kennedy, CMO, Xerox Corporation "Marketing success is based on the experience it delivers, and now Scott Brinker lays out a terrific manifesto about how to rethink the operations underlying it." Â David C. Edelman, Principal, McKinsey & Company "An original take on how the management of marketing must transform to keep pace with our increasingly digital world. It's a must read for anyone looking to stay relevant in this modern marketing era." Â Ann Handley, Chief Content Officer, MarketingProfs "A must-read operating manual for CMOs who want to lead in the digital age." Â Ajay Agarwal, Managing Director, Bain Capital Ventures "We are all digital now. Scott makes it easier than ever for smart marketers to ask the right questions and to discover what they need to know now." Â Seth Godin, Author, All Marketers Are Liars "An inspiring read for anyone who wants to master the art and science of modern marketing management, from the practice of lean and agile marketing to the design of a scalable engine for marketing innovation." Â Mayur Gupta, SVP and Head of Digital, Healthgrades "Scott shows how great marketing management today is closer to modern software development than the marketing of yesterday and helps marketers understand how to incorporate those principles to succeed." Â Rishi Dave, CMO, Dun & Bradstreet "The truth is that marketing has changed, more than almost any other profession, and the majority of marketers have no idea how to effectively manage the process. Hacking Marketing gives you a flashlight and shows you the truth so you never have to look back again." Â Joe Pulizzi, Founder, Content Marketing Institute "I am a strong believer that Agile has to be the foundation of any successful marketing team. Scott's book provides timely insight into how to make a shift to agile marketing." Â Joe Staples, CMO, Workfront