Before You Buy AI Visibility Tools, Know Where ChatGPT Gets Its Opinion of You
AI visibility tools report what AI assistants say about your brand. Here's where that AI brand visibility comes from, and what's worth paying for instead.
Martech
My AI Guardrails Held Only When a Script Checked the Agent's Work
AI guardrails written as instructions kept failing in my tests. AI agent guardrails enforced by a script stopped the failures. Here's what I found.
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.
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.
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.
Building Your Own Martech Is Cheap. Owning It Isn't.
AI made building your own marketing tools nearly free. The cost that lands later is ownership, and most teams approve the build without pricing it.
What Martech Benchmarks Can't Measure
Martech benchmarks measure spend, tools, and utilization, but none measures whether your team can operate the stack. Here's what the numbers can't see.