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.
How Marketing Technology Works®
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.
How Organizational Efficiency Kills Strategic Reinvention
Organizations demand transformation while running at 100% capacity. Why lean companies can't reinvent — and what reclaiming slack actually looks like.
Context Rot: Why AI-Powered Martech Degrades When Nobody's Watching
Context rot degrades the rules, segments, and data feeding your AI systems. The ownership model and audit cadence that catch it before outputs go wrong.
The Single View of the Customer Farce
The single view of the customer is a vendor promise that collapses under real-world complexity. Purpose-built data views for specific decisions work better.
How the 80/20 Rule Shapes Martech Implementation Success
Most martech stacks deliver competitive value from just 20% of capabilities. Why implementation energy flows to the commodity 80% — and how to close the gap.