Hacking Marketing: Agile Practices to Make Marketing Smarter, Faster, and More Innovative
- 6h 39m 14s
- Scott Brinker
- Gildan Media
- 2016
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.
In this Audiobook
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Chapter 1: Hacking Is a Good Thing
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Chapter 2: Marketing Is a Digital Profession
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Chapter 3: What Exactly Are Digital Dynamics?
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Chapter 4: Marketing Is Now Deeply Entwined with Software
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Chapter 5: Marketers Are Software Creators Now
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Chapter 6: Parallel Revolutions in Software and Marketing
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Chapter 7: Adapting Ideas from Software to Marketing
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Chapter 8: The Origins of Agile Marketing
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Chapter 9: From Big Waterfalls to Small Sprints
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Chapter 10: Increasing Marketing's Management Metabolism
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Chapter 11: Think Big, but Implement Incrementally
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Chapter 12: Iteration = Continuous Testing and Experimentation
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Chapter 13: Visualizing Work and Workflow to Prevent Chaos
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Chapter 14: Tasks as Stories along the Buyer's Journey
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Chapter 15: Agile Teams and Agile Teamwork
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Chapter 16: Balancing Strategy, Quality, and Agility
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Chapter 17: Adapting Processes, Not Just Productions
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Chapter 18: Moving Marketing from Communications to Experiences
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Chapter 19: Marketing in Perpetual Beta with an Innovation Pipeline
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Chapter 20: Collaborative Designs and the Quest for New Ideas
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Chapter 21: Big Testing Is More Important Than Big Data
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Chapter 22: Bimodal Marketing—Balancing Innovation and Scalability
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Chapter 23: Platform Thinking and Pace Layering for Marketing
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Chapter 24: Taming Essential and Accidental Complexity in Marketing
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Chapter 25: Chasing the Myth of the 10× Marketer
