Your Marketing Technology Overhaul Is Built to Keep You Dependent
Martech transformation stalls get blamed on complexity. The real driver is a consulting business model that rewards spend over the capability your team keeps.
Latest Curated and Original Insights
Marketing Orchestration Is the Job No One Owns. Composable Stalls Without It.
Composable projects rarely fail on the technology. They fail on marketing orchestration: no one owns what the unified stack decides. Here is the org-chart fix.
"Agentic Transformation" Is a Vendor Word
Agentic transformation is vendor language for buying AI agents. Search data and the production gap reveal what decides the payoff: whether your team can run it.
There's a 2.5x Gap in AI Revenue Satisfaction — And It Has Nothing to Do With the Models
AI ROI fails on data foundations, not model quality. Atlan on the 2.5x gap in AI revenue satisfaction and why the fix is upstream of the models.
The Three Questions That Decide Whether a Martech Investment Pays Off
Most martech investment decisions fail the same way. Three questions borrowed from AI project triage catch the bets that won't deliver ROI before you buy.
AI Cognitive Offloading Is Coming for Your Marketing Judgment
AI cognitive offloading is quietly eroding marketing judgment and critical thinking. Here's the threat senior marketers miss, and how to protect the skill.
Martech Vendor Negotiation: Why the Discount Is a Trap
Martech vendor negotiation in a buyer's market rewards the wrong prize. Why the discount is a trap, and what to negotiate for when renewing martech contracts.
2026 Customer Data Predictions
The CDP isn't dead — the idea that its job ends at data is. Michele Nieberding's 2026 customer-data predictions and the case for invisible CX.
Your Martech Stack Strategy Was Never in the Stack
Martech stack strategy lives in what your team does with the technology, not the tools you wire together. A 1995 idea explains why, and what AI agents change.