Hacking Marketing

Praise for Hacking Marketing

“We've long talked about how marketing success is based on the experience it delivers, and now Scott Brinker lays out a terrific manifesto about how to rethink the operations underlying it. He uses his encyclopedic knowledge of the marketing technology world to nail the parallels between marketing and the emerging practices in software development—agile, fast, open, iterative—and translates them in practical approaches to driving change in one's own company. Hacking Marketing lays out the implicit principles that have been guiding much of our own work at McKinsey with clients on piloting new marketing operations techniques—storytelling, scrum masters, product management discipline, and especially relentless A/B testing—and makes the logic for doing so incredibly clear. In many ways, Scott is not just talking about hacking ‘marketing,’ but also addressing the changes to come across most business functions.”

—David C. Edelman, global co-leader, McKinsey Digital, Marketing and Sales, McKinsey & Company

“Hacking Marketing not only creates a compelling model for how to think about the intersection of marketing and our digital world; it helped me rethink the way I approach my role as a CMO. I've asked my entire team to read it.”

—John L. Kennedy, CMO, Xerox Corporation

“Marketing is going through a seismic change. The change is driven by consumers who are no longer passive in their relationship with brands, technology, and data. Hacking Marketing provides ...