Hacking Marketing – Scott Brinker

Book: Sprint: How to Solve Big Problems and Test New Ideas in Just Five Days

Book Synopsis – 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. (Amazon)

Book Review –

Rating (1-10) –

Notes:

I: Marketing = Digital = Software

Chapter 1 – Hacking Is a Good Thing

Chapter 2 – Marketing Is a Digital Profession

Chapter 3 – What Exactly Are Digital Dynamics?

Chapter 4 – Marketing Is Now Deeply Entwined with Software

Chapter 5 – Marketers Are Software Creators Now

Chapter 6 – Parallel Revolutions in Software and Marketing

Chapter 7 – Adapting Idea from Software to Marketing

II: Agility

Chapter 8 – The Origins of Agile Marketing

Chapter 9 – From Big Waterfalls to Small Sprints

Chapter 10 – Increasing Marketing’s Management Metabolism

Chapter 11 – Think Big, but Implement Incrementally

Chapter 12 – Iteration = Continuous Testing and Experimentation

Chapter 13 – Visualizing Work and Workflow to Prevent Chaos

Chapter 14 – Tasks as Stories along the Buyer’s Journey

Chapter 15 – Agile Teams and Agile Teamwork

Chapter 16 – Balancing Strategy, Quality, and Agility

Chapter 17 – Adapting Processes, Not Just Productions

III: Innovation

Chapter 18 – Moving Marketing from Communications to Experiences

Chapter 19 – Marketing in Perpetual Beta with an Innovation Pipeline

Chapter 20 – Collaborative Designs and the Quest for New Ideas

Chapter 21 – Big Testing Is More Important Than Big Data

IV: Scalability

Chapter 22 – Bimodal Marketing: Balancing Innovation and Scalability

Chapter 23 – Platform Thinking and Pace Layering for Marketing

Chapter 24 – Taming Essential and Accidental Complexity in Marketing

V: Talent

Chapter 25 – Chasing the Myth of the 10x Marketer