Why CEOs Call Marketing a Cost Center (and What CMOs Should Do About It)
CEOs are building marketing for execution and grading it on strategy. The Boathouse 2026 CEO Study quantifies the mechanism and what CMOs should do about it.
Posts
Your Vendor Calls It Agentic. Your Operating Model Doesn't Care.
Vendors relabel automation as agentic AI while organizations lack the operating model to use it. A two-front diagnostic for marketing leaders before investment.
Stop Blaming the Vendor: Why Martech Buyers Own Their Implementation Failures
Nearly a third of martech implementations fail, with buyer-side decisions as the primary cause. Three actions shift accountability where it belongs.
Operationalize Marketing, Not AI
AI exposed structural failures that marketing carried all along. Six communities converge on the same diagnosis: operationalize marketing before scaling AI.
Should You Trust a Martech Sales Rep Who Changed Vendors?
Martech sales reps change vendors every 18-30 months. That pattern is your signal to build a stronger evaluation process.
Outcome-Focused Martech: A Smarter Way to Implement
Most martech implementations fail because they prioritize vendors or features over outcomes. How outcome-focused implementation changes the results.
Martech Vendor Selection: How to Spot Vendor Agility
Standard vendor demos hide implementation reality. Evaluation techniques that reveal agility and partnership potential during martech vendor selection.
Martech Value: Find Hidden ROI in Your Marketing Technology
Your martech creates value in four areas traditional ROI misses. The investigation approach that makes hidden value visible and secures continued investment.
Enterprise AI That Learns: Marketing Leader Success Guide
Most enterprise AI tools work once and stop improving. Marketing leaders who build systems with feedback loops get more value from their AI every cycle.