Scott BrinkerAuthor/Editor, Chief Marketing Technologist Blog
Scott Brinker is the author of chiefmartec.com, a blog that examines the intersection of marketing, technology, and management, and he's the program chair of the MarTech conference series. A practicing marketing technologist, he is also the CTO of ion interactive, a marketing software company that provides a platform for producing and delivering interactive content. Scott also created the “Marketing Technology Landscape Supergraphic” a widely dispersed vendor blueprint for marketing professionals in every industry vertical; and categorizes solution providers for each and every marketing category; middle-ware; infrastructure and marketing platform. He has degrees in computer science from Columbia and Harvard and an MBA from MIT. You can reach him on Twitter as @chiefmartec.
12:40 HACKING MARKETING: Applying 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. Join Scott as he shows 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.
In this session you will learn how to:
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