How to Document What Your Orchestration Layer Owns, and What Stays in Your Tools
Martech orchestration breaks where 2 tools can run the same job. Here's how to document what your orchestration layer owns and what stays in your tools.
How Marketing Technology Works®
Agent Sprawl in Marketing Starts With Your Vendors' Product Updates
Agent sprawl in marketing comes from AI agents built into tools you already own, switched on by your own admin with no purchase for procurement to review.
Where Do You Want Your Vendor Lock-In?
Vendor lock-in lands on whatever sits at the center of your martech stack. How to find that system, and the data portability terms to demand before you sign.
The Hidden Costs of Switching Marketing Platforms No Budget Lists
Hidden costs of switching marketing platforms include one no budget lists: the know-how your team built on the old platform, which resets to zero at cutover.
What Your AI Citations Are Worth When Few People Click
AI citations show which page backed an AI answer. Which company the AI recommends is a separate event, so here's what to count to track AI search visibility.
Run the Martech Stack Lifecycle Outside-In
Most teams run the martech stack lifecycle as a line of purchases. Run it outside-in, around the customer and the operator, and stack optimization changes.
What Is Marketing Technology Transformation?
The Marketing Technology Transformation framework finds out why your martech underperforms, then closes that gap. How it differs from digital transformation.
Do You Hire Your Martech Tools for a Role or a Job?
Martech tools get bought to fill category slots, then go unused. Hiring your martech stack for defined jobs closes the gap between buying and results.
What a Mature Experimentation Program Needs Before It Picks a Platform
Before you approve a testing tool, check the habits that make marketing tests trustworthy: a ranked list of ideas, enough traffic, and rules set up front.