Where Do You Want Your Vendor Lock-In?
Vendor lock-in lands on whatever sits at the center of your martech stack. How to find that system, and the data portability terms to demand before you sign.
Posts
What Your AI Citations Are Worth When Few People Click
AI citations show which page backed an AI answer. Which company the AI recommends is a separate event, so here's what to count to track AI search visibility.
Run the Martech Stack Lifecycle Outside-In
Most teams run the martech stack lifecycle as a line of purchases. Run it outside-in, around the customer and the operator, and stack optimization changes.
What Is Marketing Technology Transformation?
The Marketing Technology Transformation framework finds out why your martech underperforms, then closes that gap. How it differs from digital transformation.
Do You Hire Your Martech Tools for a Role or a Job?
Martech tools get bought to fill category slots, then go unused. Hiring your martech stack for defined jobs closes the gap between buying and results.
What a Mature Experimentation Program Needs Before It Picks a Platform
Before you approve a testing tool, check the habits that make marketing tests trustworthy: a ranked list of ideas, enough traffic, and rules set up front.
Building Your Own Martech Is Cheap. Owning It Isn't.
AI made building your own marketing tools nearly free. The cost that lands later is ownership, and most teams approve the build without pricing it.
What Martech Benchmarks Can't Measure
Martech benchmarks measure spend, tools, and utilization, but none measures whether your team can operate the stack. Here's what the numbers can't see.
Martech Stack Optimization: What to Fix Before You Cut a Tool
Martech stack optimization done right fixes outcomes, not the invoice alone. Reassign ownership and reconfigure what you own before you cut or consolidate.