B2B Marketing Attribution: Why It Keeps Failing and How to Finally Fix It
A practitioner account of why B2B attribution keeps breaking — long cycles, pre-identification journeys, and the 2-4x ROI-proof gap — and how to fix it.
Latest Curated and Original Insights
AI Marketing Strategy: The Execution Gap Nobody's Filling
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.
Personalization Failure Modes: Why Your Architecture Is Incomplete
Personalized customers are 3.2x more likely to regret a purchase. The five failure modes of an incomplete personalization architecture — and the fix.
Dynamic Isotropy: Why Your Martech Stack Works in One Direction and Breaks in Every Other
Most martech stacks work in one direction and break in every other. Dynamic isotropy is the marketing technology strategy diagnostic lens you're missing.
Redesigning Your Marketing Organization for the Agentic Age
AI isn't marketing's bottleneck — the operating model is. HBR on redesigning the marketing org for an agentic, continuous-launch world.
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.
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.