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.
Strategy
AI Hype vs Reality: The CEO Expectations Gap Nobody Can Safely Name
The gap between AI hype and reality starts in the CEO's office. Peer pressure, magical thinking, and proxy metrics create an expectations gap that costs more than the technology.
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.
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.
AI Fatigue Is the Smartest Move in Marketing Right Now
AI fatigue among CMOs is a rational triage decision, not a leadership failure. Marketing leaders stepping back from AI adoption are prioritizing results over demos.
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.
The Full-Stack Marketer: A Different Role Than You Think
AI didn't make the full-stack marketer more common. It made the old job description obsolete. Here's what the role actually looks like now, and what leaders need to do to build teams around it.