When product, marketing, creative, and sales operate on separate calendars and incentives, AI tools only make each function faster at its own local job. The handoffs stay slow. One owner of the full revenue arc is the only fix.
Read moreMost AI marketing tools bought in 2023-2025 are now at risk of becoming stranded assets as cloud giants absorb their capabilities natively. Finance and marketing leaders need to audit vendor contracts immediately for data portability, exit rights, and duplicate spend.
Read moreMarketing stacks built on a dozen point tools are collapsing into a few outcome-owning agents, and contracts signed today lock companies into redundant tools for years. The operators who restructure before renewal will reshape how the market buys martech for the next five years.
Read moreA short business fable. Tom Larsen thought he had hired the wrong CMO. The real problem was that his last one had taken the operating system with her, because nobody had ever asked her to write it down.
Read moreB2B buyers are committees, but demos are still built for individual power users. When a CFO can't forward conviction to peers without a rep narrating, you've lost deals you technically won.
Read moreWhen engineering and marketing report to different leaders on separate P&Ls, launch delays hide inside two scorecards instead of surfacing early. Shared financial exposure to a single launch metric aligns behavior where process alone cannot.
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