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.
How Marketing Technology Works®
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.
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.
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 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.
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.
"I mandated AI at my company. It almost backfired."
Agency founder details a company-wide AI mandate, the near-miss backlash and productivity dip, and fixes needed to make 'use it or else' adoption stick.
Why Marketing-IT Alignment Keeps Failing
Marketing-IT friction is structural, not interpersonal. Partnership models that realign authority and responsibility fix what alignment workshops can't.
The Transaction Trap: When Your Marketing Technology Stack Fights Your Customer Relationships
Marketing stacks built for transactions train teams to treat customers as pipeline events. How to rewire systems and metrics toward retention and expansion.