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.
Strategy
The Agentic Marketing Organization Won't Work Without a Capability Plan
The agentic marketing model solves for architecture when the real problem is capability. Why these operating frameworks fail and what's needed first.
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.
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.
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.
How to Evaluate an AI Vendor in 30 Minutes
A vendor-agnostic checklist for AI vendor calls and RFPs — fast, practical, and aimed at the gap between revolutionary-sounding features and real results.
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.
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.
Context Rot: Why AI-Powered Martech Degrades When Nobody's Watching
Context rot degrades the rules, segments, and data feeding your AI systems. The ownership model and audit cadence that catch it before outputs go wrong.