MarTech
CDPs, marketing automation, CRM strategy, and martech stack rationalization.
12 articles
Does your company actually need a CDP, or just better discipline?
The CDP market has ballooned past $5 billion and every vendor will tell you that unified customer data is the answer. Before you sign a three-year contract, it's worth asking whether your problem is architecture or execution.
Aug 29, 2026Composable and headless marketing stacks: what CMOs actually need to understand
Most marketing teams have heard "composable" and "headless" used interchangeably, but they describe different things with different implications for how you buy, build, and govern your martech. This article breaks down the mechanics of each approach and gives you the decision criteria to know when adopting one, the other, or neither is worth the cost.
Aug 27, 2026How LEGO rebuilt its marketing stack on composable architecture
LEGO's migration away from a monolithic digital platform toward a composable, API-first architecture offers one of the clearest real-world tests of what this approach actually costs and delivers. The lessons cut both ways: real gains in speed and personalization, and real friction that most vendors quietly omit from their pitch decks.
Aug 10, 2026AI agents in the marketing workflow: why the productivity story is only half true
AI agents are being deployed across marketing teams at speed, promising to automate everything from campaign briefing to performance reporting. The productivity gains are real, but the organisational risks being created underneath them are not getting the attention they deserve.
Aug 1, 2026Composable and headless marketing stacks: a field guide to the players that shaped the category
The composable marketing stack is no longer a fringe architecture experiment. This field guide names the companies and milestones worth understanding if you want to see how the category actually took shape.
Jul 31, 2026Composable and headless marketing stacks: what CMOs actually need to understand
The shift from monolithic marketing platforms to composable, headless architectures is reshaping how brands build and deploy digital experiences. Understanding the mechanics, not just the terminology, separates CMOs who lead these decisions from those who get led by their vendors.
Jul 20, 2026MarTech stack rationalization: what CMOs actually need to cut and keep in 2026
The average enterprise marketing team is paying for dozens of tools it barely uses, yet most rationalization efforts stall because CMOs lack a clear decision framework. This article lays out how to audit your stack with commercial logic, not vendor loyalty.
Jul 13, 2026The martech stack is lying to you: how CMOs can regain control of their data
Most marketing technology stacks have grown through acquisition and urgency rather than design, producing data that is fragmented, inconsistent, and quietly undermining decisions. Here is how senior marketers can assess what they actually have and build toward something that works.
Jul 6, 2026Martech at the inflection point: what CMOs must decide now
Marketing technology stacks have grown faster than the strategies meant to govern them, leaving most organizations paying for capabilities they cannot fully use. This article examines the structural choices CMOs face in 2026 as AI reshapes what martech can do and who should control it.
Jun 29, 2026The martech stack in 2026: from tool sprawl to strategic infrastructure
The average enterprise now runs over 90 marketing technology tools, yet most CMOs report their stacks deliver less integrated insight than five years ago. Here's how the leaders are rethinking martech not as a collection of software licenses, but as a core strategic asset.
Jun 22, 2026The MarTech stack is eating your budget, here's how CMOs are fighting back
The average enterprise now runs over 90 marketing technology tools simultaneously, yet most CMOs admit they cannot clearly measure the ROI of more than half their stack. In 2026, the winning move isn't buying more technology, it's ruthlessly auditing what you already own.
Jun 15, 2026The MarTech stack reckoning: why CMOs are cutting tools and gaining power
The average enterprise now runs over 90 marketing technology tools, yet most CMOs admit they can't measure the ROI of more than half of them. The MarTech rationalization wave isn't a retreat; it's the strategic reset that separates marketing leaders from marketing administrators.