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.
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The evolution of the CMO has circled one question since 2008: can marketing prove its value? Why analytics, digital, and AI each failed to answer it.
Your Company May Be Slow With AI, But You Can't Afford to Be
Your company may be stuck in committee on AI, but you can't afford to wait. Ryan Phelan on bottom-up experimentation that solves real business problems.
When the Agent Writes the Campaign, Who Answers for the Numbers?
Marketing's value gap was always an accountability problem. Agentic AI removes the human who owned the numbers and widens the gap it was sold to close.
The Composable Architecture Confusion Matrix: Four Terms, Four Failure Modes
Composable architecture, headless, best-of-breed, and MACH aren't the same thing. Each conflation produces a specific failure mode at purchase time.
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The AI marketing strategy conversation has converged on three right answers. Here's what breaks when organizations try to operationalize them.
The CDP You Weren't Supposed to Buy
A clear-eyed look at the 'friends don't let friends buy a CDP' era — and why Hightouch now sells a composable one. What actually changed in customer data.
What Agency AI Platform Adoption Actually Looks Like
WPP invested £300M in AI and claims 90% adoption. Revenue fell 8.1%. Here is what holdco agency AI platform adoption numbers reveal about competitive advantage and client value.