How Marketing Technology Works® is a practitioner’s notebook made public.

After 25+ years implementing martech ecosystems that work and fixing ones that don’t, I’ve learned that most failures aren’t about the marketing technology. They’re about strategy, organizational dynamics, and whether anyone really understands what they’re trying to optimize. This site is where I share what I’ve learned.

I’m Gene Delibero, founder of Digital Mindshare LLC, a consultancy that helps marketing organizations turn martech complexity into measurable outcomes and competitive advantage. I optimize technology stacks, build transformation strategies, and help teams clarify their way of working.

What You’ll Find Here

This is where I think out loud about marketing technology strategy. Some of it comes from my consulting work. Some comes from watching the industry make the same mistakes repeatedly. I’ll also bring in perspectives from practitioners, experts, and leaders across the martech community. All of it reflects what I wish someone had told me when I was trying to figure this stuff out.

Expect research-backed analysis, frameworks you can use, and insights grounded in real implementations. You’ll find practitioner perspective and strong opinions about what works and what doesn’t. Some of it will challenge conventional martech wisdom. That’s the point.

What This Isn’t

It’s not a news site, a vendor directory, or a collection of generic best practices. If you’re looking for product reviews or martech headlines, this isn’t it.

Who Should Read This

If you’re wrestling with martech decisions, whether you’re using marketing technology daily, implementing martech solutions, managing them, or leading transformation initiatives. From martech stack users and marketing ops professionals trying to make platforms actually work to CMOs evaluating strategic investments, if you’re tired of surface-level advice and vendor-driven content, you’re in the right place.

Thanks for being here. Whether you’re a regular reader or just discovered this site, I appreciate you taking the time to engage with these ideas.

Work Together

Want to discuss your martech challenges or sponsorship opportunities? Use this form.

Stay Connected

The How Marketing Technology Works® newsletter brings you highlights from the site along with behind-the-scenes perspectives from my consulting work and practical notes from real-world martech transformations. It’s free, and I’ll never sell or share your information.