Decisioning Is a Lending Word. Here's What Your Martech Vendor Left Out.
Decisioning is a lending term martech borrowed without its duty to explain a decision. Here's what that means when you evaluate an AI decisioning platform.
Martech
The AI Marketing Vendor Evaluation That Starts With Your Own Team
AI marketing vendor evaluation usually aims the scrutiny at the vendor. The questions that predict whether an AI agent works are ones about your own team.
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.
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.
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.
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.
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.