January 24 - 26, 2016
Ojai Valley Inn & Spa, Ojai, California

Scott Brinker

Author/Editor, Chief Marketing Technologist Blog

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

Check out the incredible speaker line-up to see who will be joining Scott.

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