How Marketing Technology Works®
Latest Curated and Original Insights
Why Martech Needs Simplicity, Not More Labels
Explore how marketing and technology leaders use composable thinking to restructure teams, empower decision-making, and outpace competitors—even with similar technology. (Reading time: 7 mins)
Composable Thinking Powers Composable DXP Success
Explore how marketing and technology leaders use composable thinking to restructure teams, empower decision-making, and outpace competitors—even with similar technology. (Reading time: 7 mins)
AI Capabilities That Transform Marketing Teams
You’ll see why top marketing teams treat AI as a strategic partner, not a magic box, and how to align tools with business goals. (Reading time: 8 min)
Martech Optimization: Best Practices for Success
If you’re optimizing your martech stack without understanding how it drives customer value, you’re wasting budget and breaking systems. Learn how clarity fuels real growth. (Reading time: 6 min)
Generative AI Transforms Marketing Teams and Strategy
AI reshapes marketing by blending automation with creativity. This article shows CMOs how to integrate AI, tackle team resistance, and build a future-ready mix of specialists and generalists. Learn to redefine roles, foster innovation, and scale impact. [Reading time: 6 min]
Marketing Ecosystem Transformation: From Stacks to Growth Engine
The Martech stack era is over—welcome to the ecosystem. Shift from siloed tools to a connected, modular approach that integrates workflows, improves ROI, and delivers seamless customer experiences. This guide explores building adaptable, scalable ecosystems. [Reading time: 6 min]
Marketing and Sales Alignment to Boost ROI and Customer Value
When marketing, IT, and sales align, campaigns resonate, leads convert, and ROI soars. Learn how alignment reduces silos, refines collaboration, and enhances metrics like CLV, CAC, and campaign ROI. Practical tips ensure measurable impact across teams. [Reading time: 6 min]
Digital Maturity Models: A Mirage in the Desert of Transformation
Learn why Digital Maturity Models can hinder transformation by imposing cookie-cutter metrics and misaligned incentives. This article offers actionable steps for CMOs to prioritize collaboration, agility, and outcomes that matter most to customers and business growth. [Reading time: 5 min]
Martech Integration: A Phased Approach for Success
Discover how a phased integration approach can help smoothly connect martech with legacy systems. Focus on quick wins with CRM, clean data practices, and gradual AI implementation, all while fostering collaboration across marketing, IT, and CX teams. [Reading time: 6 min]
Experience Orchestration: Unifying Brand Interactions
Experience orchestration helps brands deliver unified, personalized interactions across touchpoints without hefty martech investments. Learn the difference between experience and customer journey orchestration, and discover practical tips to optimize current tools and teams. [Reading time: 6 min]