Marketers can learn from software developers to harness—rather than struggle against—the dynamics of a digital world.
Scott Brinker says of Hacking Marketing, “My goal was to help marketers at all levels—even those with no technical background or inclination—adapt marketing management to the wild and wonderful whirlwind of a world now dominated by software.”
“When you realize that marketers are now paddling water up to their chins in websites (software), analytics (software), social media (software), marketing automation (software), interactive content (software), mobile apps (software), and so on, it starts to seem obvious. Software has eaten the world—and marketing too.”
“To effectively harness the digital forces of software, we must not only innovate what we produce in marketing, but innovate how we produce it too.”
“It’s time to rethink marketing management for a software-powered world.”
Learn how in this presentation by Scott Brinker @chiefmartec
2. Co-founder & CTO
Software and services
for interactive content.
Author & Editor
Blog on the entwining of
marketing & technology.
Program Chair
Marketing tech
conference.
14. Thinking Like an Engineer
In Marketing Automation In Pseudo Code
for(MktoLead lead in leads[]){
if (!lead.email.contains(@newrelic.com) &
lead.mktoOwnerID = “005400000025zP6” &
lead.source = “Website Live Chat”){
if(lead.routingReason.isempty()){
lead.routingReason = “Website Chat”
}
lead.ChangeOwner(“Queue: SDR Queue”)
}
}
Source: Isaac Wyatt, New Relic, presentation at MarTech 2015
17. 1 2 3 4 5 6 7 8
time
Plan
Design
Deploy
Review
Waterfall
vs. Agile
18. 1 2 3 4 5 6 7 8
time
• respond to new events and information
• deploy viable work into the market sooner
• adjust your approach based on feedback
• stop wasting time on ineffective programs
• experiment with innovative, new ideas
each sprint is an opportunity to:
38. 1. Big ideas
2. Big tent
3. Big deal
Exploring big data helps us
generate new hypotheses to test.
Meaningful learning more
valuable than optimization.
Many in the organization
are empowered to run tests.
Executives vocally support
a culture of experimentation.
51. fast
slow
pace of change
• marketing strategy
• marketing operations
• marketing technology stack
• website design
• marketing data
pace layers apply to:
Design governance and architecture to
facilitate layers changing at their own pace.
60. “A brilliant road map.”
– Ram Krishnan
SVP & CMO, PepsiCo
“A compelling model.”
– John L. Kennedy
CMO, Xerox
“A terrific manifesto.”
– David C. Edelman
McKinsey & Company
“A must-read operating
manual for CMOs.”
– Ajay Agarwal
Bain Capital
Available now at