With budgets for 2025 set, marketing leaders face a familiar challenge: limited resources and growing skills gaps. With the intense competition for specialized talent, the solution may be in embracing a training culture. This will close critical skills gaps and drive long-term success. Why talent gaps are a major threat to marketing success Ed Gordon,…
2025-26 will be the years when what you don’t know will really, really hurt you. That’s a generally true statement, but it’s especially true for go-to-market functions, particularly those that find their meaning as multipliers of sales effectiveness and efficiency. The facts are that very few C-suites understand why they spend so much money on…
As marketers, we’ve put a lot of work into fooling ourselves. We think we know what we’re doing. But it’s all a lie. Think about it — our so-called “expertise” is built on a foundation of assumptions (sprinkled with data) as shaky as a house of cards on a diving board. We spend millions creating…
The level of your AI adoption may have something to do with your salary and role, and maybe the size of your company. Two recent studies point to gaps in AI adoption existing within organizations, based on role and the size of the organization. Role gap. More marketing executives say they’re adopting AI tools than…
What if all teams were truly working toward the same goal? Often, it feels like everyone is on separate paths, not fully aligned to reach the same destination. For example, the social media team focuses on engagement. The email team aims for high click-through rates. The website team works to improve site performance. However, none…
We are days away from closing the books on 2024 (thank goodness). How did your year go? I can’t believe how fast this year has gone. Yet, at times, it seemed to crawl. We’ve been confronted by one head-turning moment after another: the economy, the election, and people buying Tesla Cybertrucks. That’s not even including…
The digital marketing landscape is rapidly evolving, driven by the increasing sophistication of artificial intelligence. Organizations now face an important choice: should they create a special AI team or give individual marketers AI tools? By exploring both approaches, we’ll delve into the strategic implications and practical considerations for businesses of all sizes. The AI dream…
As businesses aim to deliver consistent, personalized engagement across multiple channels, a brand LLM stands out as a transformative solution. Powered by generative AI, a brand LLM ensures that customer interactions remain consistent, compliant and personalized at scale, effectively shaping every touchpoint to reflect the company’s identity. What is a brand LLM? A brand LLM…
“How are we using AI to improve marketing performance?” Marketers are coming to dread this question even as executives are asking it more often. It makes them anxious and defensive because they lack a clear story about their team’s martech maturity. They also struggle to explain the real benefits of AI. This is because it’s…
OpenAI — an artificial intelligence research company — created ChatGPT and launched the tool in November 2022. With that, 2023 became the year of humans understanding genAI’s capabilities. Then 2024 was the year of genAI’s integration into marketing automation solutions. Now, 2025 will be the year humans wrest control of genAI to ensure it is…