Hacking Marketing: Agile Practices to Make Marketing Smarter, Faster, and More Innovative (published by Wiley)
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.
My underlying thesis: as marketing becomes more and more entangled in software — as everything becomes more and more digital — the art of managing marketing increasingly resembles the art of managing software.
For most people, that probably sounds a little strange. After all, marketers and software developers have historically been on opposite ends of the career spectrum.
But 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.
And this is actually a really good thing.
Software gives us the potential to innovate and scale marketing in highly agile ways that defy the conventional laws of gravity as we knew them in the classical marketing universe.
But it’s like the leap from Newtonian physics to quantum mechanics — the “rules” of what’s possible are different and can feel a little counterintuitive. 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.
If this sounds intriguing to you, you can download the introduction, table of contents, and first chapter of Hacking Marketing as a free PDF.
Harvard Business Review: Rise of the Chief Marketing Technologist
I wrote an article in collaboration with Laura McLellan, The Rise of the Chief Marketing Technologist, that was featured in the July-August 2014 issue of Harvard Business Review, part of their spotlight focus on “the new marketing organization.”
It describes the basic framework of the role and the forces that are motivating the growth of hybrid marketing/technology executives, and it also provides short vignettes of five real-world marketing technologists.
Other Venues, Blogs, and Websites I’ve Contributed To
- TechCrunch — Interactive Content Can Save Content Marketing From The Dark Side
- Brand Quarterly — What Marketers Can Learn From Software Developers
- Copyblogger — Why Interactive Content May Be the Most Exciting Marketing Tactic of 2015
- AdAge — The Case for a Chief Marketing Technologist
- InformationWeek — Why Marketing Should Run Its Own Technology
- Chief Content Officer — Breaking the 4th Wall with Interactive Content Marketing
- Chief Content Officer — Why Your Content Marketing Team Needs a Marketing Technologist
- Chief Content Officer — Rise of the Marketing Technologist
- Adweek — An Open Letter to the CEO of WPP
- IDG CMO (Australia) — Why today’s CMO will be tomorrow’s CEO
- IDG CMO (Australia) — If you’re not in charge of digital, you’re not in charge of marketing
- Chief Marketer — Big Data is Good — But Big Testing is Better
- CMS Wire — 2014: The Year Agile Marketing Takes Off
I contributed a chapter to the book Multi-channel Marketing Ecosystems, edited by Markus Stahlberg and Ville Maila.
As part of their promotion for the book, the publisher has agreed to let me distribute a PDF of my chapter that discusses software as the new fabric of marketing — Software-driven marketing ROI. Click the previous link or the image to the right to download your free copy (no registration required).
Others have also covered my evangelism of this subject, including:
- Forbes — Agile Marketing Is Like Riding a Bike
- CMO.com — How CMOs Can Reconcile The “Change Gap”
- Mashable — Should Your Company Have a Chief Marketing Technologist
- ITSMA — Why Marketing Needs a Chief Technologist
- Online Marketing Institute — Managing Marketing Technology: 5 Questions with Scott Brinker
- MarketingProfs — Marketing Smarts Podcast: Why You Need a Marketing Technologist
- Six Pixels of Separation — The Time Is Ripe for a Chief Marketing Technologist
- MarketingSherpa — Chief Marketing Technologist: Finding the Right Person to Connect Powerful Tools with Effective Campaigns
- MediaPost — Evolving on the Fly: Growth Hackers, Agile Marketers, Bayesian Strategists and CMTs
- Content Marketing Institute — Why Your Brand Marketing Needs a Chief Marketing Technologist
- Forrester — Savvy CMOs Must Steer Their Marketing Technology Decisions In The Right Direction
- FierceContentManagement — Marketing technologist could act as bridge between CMO, CIO
- CMS Wire — CIO Reports to CMO: Technology Under Marketing?