A good playbook is the oil of a lean and mean marketing machine. Marketing staff use it as a source of truth that explains key concepts, definitions, terminology, and the process for how things work. Simply put, the playbook fuels operational excellence.
Learn from Scott Brinker and Frans Riemersma why well-adopted playbooks can help marketers to prevent poor marketing execution.
Frans Riemersma is a marketer, developer, consultant, vice president of R&D, researcher, and author. For two decades, Frans has been designing marketing technology stacks for companies including HP, Adidas, Audi, Basf, Unilever, Philips, AbnAmro, IKEA, Standard Bank, Carlsberg, Volvo, HP, and MediaSaturn.
Scott has been analyzing marketing technology for more than a decade. He publishes the chiefmartec.com blog, co-founded the MarTech conference, and wrote the best-selling book Hacking Marketing. He is VP platform ecosystem at HubSpot and was previously the co-founder of ion interactive. He holds degrees in computer science from Columbia University and Harvard University and an MBA from MIT.
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Vaughan's last position enabled him to see current B2B marketing challenges, how that puts extra pressure on CMOs, and how that has a rippling effect on marketing operations and martech.
Unlike other departments, marketing is not really familiar with playbooks. But it definitely helps bring discipline to a team by describing all the important definitions and processes.