Hacking Marketing

Introduction 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 10x Marketer 247 Notes 255 Acknowledgments 263 About the Author 267 Index 269

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