Proving Marketing ROI Is Starving the Work That Creates It
Proving marketing ROI rewards work you can track and starves the brand and demand-building work that feeds it. Here's what senior marketers should defend.
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The AI Marketing Vendor Evaluation That Starts With Your Own Team
AI marketing vendor evaluation usually aims the scrutiny at the vendor. The questions that predict whether an AI agent works are ones about your own team.
Decisioning Is a Lending Word. Here's What Your Martech Vendor Left Out.
Decisioning is a lending term martech borrowed without its duty to explain a decision. Here's what that means when you evaluate an AI decisioning platform.
Your Marketing Technology Overhaul Is Built to Keep You Dependent
Martech transformation stalls get blamed on complexity. The real driver is a consulting business model that rewards spend over the capability your team keeps.
Marketing Orchestration Is the Job No One Owns. Composable Stalls Without It.
Composable projects rarely fail on the technology. They fail on marketing orchestration: no one owns what the unified stack decides. Here is the org-chart fix.
"Agentic Transformation" Is a Vendor Word
Agentic transformation is vendor language for buying AI agents. Search data and the production gap reveal what decides the payoff: whether your team can run it.
There's a 2.5x Gap in AI Revenue Satisfaction — And It Has Nothing to Do With the Models
AI ROI fails on data foundations, not model quality. Atlan on the 2.5x gap in AI revenue satisfaction and why the fix is upstream of the models.
The Three Questions That Decide Whether a Martech Investment Pays Off
Most martech investment decisions fail the same way. Three questions borrowed from AI project triage catch the bets that won't deliver ROI before you buy.
AI Cognitive Offloading Is Coming for Your Marketing Judgment
AI cognitive offloading is quietly eroding marketing judgment and critical thinking. Here's the threat senior marketers miss, and how to protect the skill.