What is a Marketing Playbook?

This whole "Playbook" thing is really pretty simple. Most of the time marketing -is way too complicated. One way to keep it simple is to think of it like a game. A game where you need strategy - the Marketing Play™, you need intelligence about what you are up against - the Marketing Playing Field™, and you need some guidelines for when you actually run down the field - the Campaign.

The Marketing Playbook idea is really just a concept or system for keeping these three elements organized and at hand. It is also the lense through which we make sense out of a lot of what we see in business out there.