Will Your Team Feel the Upgrade? A Martech Renewal Filter
A martech renewal is worth its premium only if your team will notice the upgrade. Use the just noticeable difference to evaluate martech upgrades before you sign.
How Marketing Technology Works®
Why OKRs Fail in an AI-Frenzied Org: Your Team Can't Execute the Goal
Why OKRs fail has little to do with the goals and everything to do with whether the team can execute them. Capability, hiring, and cutting bait fast are the real levers.
Proving Marketing ROI Is Starving the Work That Creates It
Proving marketing ROI rewards work you can track and starves the brand and demand-building work that feeds it. Here's what senior marketers should defend.
The AI Marketing Vendor Evaluation That Starts With Your Own Team
AI marketing vendor evaluation usually aims the scrutiny at the vendor. The questions that predict whether an AI agent works are ones about your own team.
Decisioning Is a Lending Word. Here's What Your Martech Vendor Left Out.
Decisioning is a lending term martech borrowed without its duty to explain a decision. Here's what that means when you evaluate an AI decisioning platform.
Your Marketing Technology Overhaul Is Built to Keep You Dependent
Martech transformation stalls get blamed on complexity. The real driver is a consulting business model that rewards spend over the capability your team keeps.
Marketing Orchestration Is the Job No One Owns. Composable Stalls Without It.
Composable projects rarely fail on the technology. They fail on marketing orchestration: no one owns what the unified stack decides. Here is the org-chart fix.
"Agentic Transformation" Is a Vendor Word
Agentic transformation is vendor language for buying AI agents. Search data and the production gap reveal what decides the payoff: whether your team can run it.
There's a 2.5x Gap in AI Revenue Satisfaction — And It Has Nothing to Do With the Models
AI ROI fails on data foundations, not model quality. Atlan on the 2.5x gap in AI revenue satisfaction and why the fix is upstream of the models.