The Day Infrastructure Marched on the Martech Application Layer
Scott Brinker on data-layer platforms like Databricks climbing into the martech application layer — and what it means for how stacks get built.
Martech
Integration Is Not Orchestration: The Missing Layer in Marketing AI
Marketing orchestration requires more than martech integration. Learn why connected tools still fail at campaign orchestration and how marketing and IT can co-build the missing layer.
Your CMO Can't Lead Martech Strategy Without You
Marketing ops leaders hold the martech knowledge the CMO needs to lead. Here are five mechanisms to turn that dependency into a functional partnership.
Martech Vendor Evaluation: Why Buyers Must Build Their Own Playbook
Martech vendor evaluation fails when buyers rely on the vendor's playbook. Five process changes shift the martech buying process to your terms and close the buyer-seller gap.
Why Your Marketing Operations Manager Role Has Been Open for Six Months
The marketing operations manager talent shortage is a role design problem, not a supply problem. When companies extend offers, 88% of marketing candidates accept.
Salesforce Contentful Acquisition: The Billion-Dollar Proof That Content Comes Before AI Agents
The Salesforce Contentful acquisition reveals what happens when you deploy AI agents before structuring your content. Here's the diagnostic every enterprise should run.
Outcome-Based Pricing: What If You Only Paid When Martech Delivered?
Outcome-based pricing could transform how you buy martech. Here's where AI pricing models already work, what's blocking core platforms, and what to do Monday morning.
The Martech Content Problem Nobody Talks About
Most martech content is built to make its author look smart, not to help you decide. Here's what that costs practitioners and how to read differently.
Why Buying Martech on Features Keeps Failing
Feature-based martech buying fails because it bypasses the strategic clarity that determines platform fit. Here's why both buyers and vendors keep repeating the cycle.