AI ROI Is an Operating Model Problem
Microsoft's 20,000-user study found organizational factors account for 67% of AI performance variance. Your AI ROI problem is an operating model problem.
Latest Curated and Original Insights
Your Vendor Says You'll Need It Later. Here's How to Know.
56% of tech plans become obsolete before implementation. Use this 3-part timeline test to separate legitimate martech strategic bets from expensive hope.
The Agentic Marketing Organization Won't Work Without a Capability Plan
The agentic marketing model solves for architecture when the problem is capability. Why operating model frameworks keep failing and what organizations need first.
Feature Utilization Is Two Problems, Not One
Low martech platform utilization isn't one problem. It's two: a capability gap requiring investment or a rightsizing opportunity requiring divestment.
Free-Year Migration Offers: The Math Vendors Skip
Vendor 'free first year' migration offers bundled with multi-year contracts rarely pencil out against real timelines. Here's the math procurement skips.
Context Engineering, Decoded: Why CMOs Need to Know Which Definition Their Team Means
Context engineering is one term running on two different definitions. CMOs need to know which version their team means before funding either.
How to Evaluate an AI Vendor in 30 Minutes
Use this checklist verbatim in your next vendor call or RFP response section. It’s fast, vendor-agnostic, and directly addresses the top practitioner complaint: AI features that sound revolutionary but deliver marginal/disappointing results.
The Stability Revolt: Why Senior Martech Leaders Are Choosing Foundations Over Agentic DXP Theater
Vendor AI agents redistribute complexity onto buyer teams. Research shows 45% fail expectations. What senior martech leaders should evaluate instead.
The Measurement Contract Your Analytics Team Never Signed
Marketing measurement frameworks fail without an organizational contract defining decision rights, insight SLAs, and accountability. Here's what's missing.