Your Vendor Says You'll Need It Later. Here's How to Know.
56% of tech plans become obsolete before implementation. Use this 3-part timeline test to separate legitimate martech strategic bets from expensive hope.
Latest Curated and Original Insights
Feature Utilization Is Two Problems, Not One
Low martech platform utilization isn't one problem. It's two: a capability gap requiring investment or a rightsizing opportunity requiring divestment.
Free-Year Migration Offers: The Math Vendors Skip
Vendor 'free first year' migration offers bundled with multi-year contracts rarely pencil out against real timelines. Here's the math procurement skips.
Context Engineering, Decoded: Why CMOs Need to Know Which Definition Their Team Means
Context engineering is one term running on two different definitions. CMOs need to know which version their team means before funding either.
How to Evaluate an AI Vendor in 30 Minutes
Use this checklist verbatim in your next vendor call or RFP response section. It’s fast, vendor-agnostic, and directly addresses the top practitioner complaint: AI features that sound revolutionary but deliver marginal/disappointing results.
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.
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 rolling out a company-wide AI mandate, the near-miss backlash and productivity dip, plus fixes needed to make “use it or else” agentic AI 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.