Description
Book SynopsisApply 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.
Table of ContentsIntroduction ix
I Marketing ≈ Digital ≈ 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 10× Marketer 247
Notes 255
Acknowledgments 263
About the Author 267
Index 269
