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.
Martech
The Fall of CRM Gravity
Part 1 of Humans of Martech's architecture series: why the CRM is losing its center-of-gravity role in the stack, and what's taking its place.
The Composable Architecture Confusion Matrix: Four Terms, Four Failure Modes
Composable architecture, headless, best-of-breed, and MACH aren't the same thing. Each conflation produces a specific failure mode at purchase time.
AI Marketing Strategy: The Execution Gap Nobody's Filling
The AI marketing strategy conversation has converged on three right answers. Here's what breaks when organizations try to operationalize them.
The CDP You Weren't Supposed to Buy
A clear-eyed look at the 'friends don't let friends buy a CDP' era — and why Hightouch now sells a composable one. What actually changed in customer data.
What Agency AI Platform Adoption Actually Looks Like
WPP invested £300M in AI and claims 90% adoption. Revenue fell 8.1%. Here is what holdco agency AI platform adoption numbers reveal about competitive advantage and client value.
Personalization Failure Modes: Why Your Architecture Is Incomplete
Personalized customers are 3.2x more likely to regret a purchase. The five failure modes of an incomplete personalization architecture — and the fix.
Dynamic Isotropy: Why Your Martech Stack Works in One Direction and Breaks in Every Other
Most martech stacks work in one direction and break in every other. Dynamic isotropy is the marketing technology strategy diagnostic lens you're missing.
Why Your Martech Operating Model Isn't Driving Value
Nearly half of marketers say their operating model has no positive impact on martech value. The problem is architectural: most operating models organize activity, not outcomes.