A good playbook is the oil of a lean & mean marketing machine. The staff members use it as a source of truth that explains key concepts, definitions, terminology, and the process for how things work. It fuels operational excellence. Hear in this episode from Scott Brinker and Frans Riemersma why well-adopted playbooks help marketers to prevent poor marketing execution.
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.