5 steps to ensure business goals lead your martech strategy

Getting swept up in the hype of shiny new tools is easy. From AI-powered analytics to the latest customer data platforms (CDPs) and composable digital experience platforms (DXPs), there’s always something newer, flashier and supposedly game-changing on the market. If those tools aren’t driving real, measurable results, they’re not helping — they’re just draining your…

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AI is poised to disrupt the world of martech vendors and users

The hype around artificial intelligence may be heading into the “trough of disillusionment,” as Gartner calls it, but the technology continues to progress in big, disruptive ways — especially for martech. That is the nutshell version of the “Martech for 2025” report from Scott Brinker, editor of chiefmartec.com, and marketing technologist Frans Riemersma, released today….

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Why organization management is crucial for marketers

Previously, I listed six core competencies for marketers working with marketing, including: generalized system understanding, tool management, architecture vision, capability assessment and tool procurement. This article covers the last core competency, organization management and what it means.  Understanding organization management Organization management in martech involves building and maintaining a team capable of supporting the current…

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Measuring marketing incrementality: Best of the MarTechBot

Best of the MarTechBot showcases the MarTechBot’s responses to prompts submitted by readers. See more about how marketers are using MarTechBot here. The language model is based on content from MarTech embedded on top of ChatGPT. The editors of MarTech selected this response for its usefulness and have supplemented it with additional relevant content. I am the first generative…

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How Walmart, BMW and Heinz use AI partnerships to grow their business

Artificial intelligence (AI) is transforming industries, but its real impact comes from how companies use it in strategic partnerships. These collaborations drive innovation, speed up product development and create new market opportunities.  Co-innovation is a strategic necessity in today’s competitive landscape. Developing cutting-edge AI capabilities in-house is costly and time-consuming. However, by collaborating with other…

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How to build AI strategies that prioritize people

AI continues to embed itself into the fabric of business. However, the conversation often neglects a key component in the shadows: people. Training people in prompt engineering and system integrations is not enough.  Today’s “AI experts” are too focused on the technology and process sides of the “People, Process and Technology” paradigm. They assume that…

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The war on DEI is hitting marketing and hurting business

(This story was updated to reflect ongoing business developments) It’s been a tough year for diversity, which is bad news for marketers and companies’ bottom lines. Most recently, Walmart, Ford, Molson Coors, Lowe’s, Boeing (which really should be focusing on other issues), Brown-Foreman, Tractor Supply, Harley-Davidson and John Deere have all cut or scuttled their…

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A holiday gift guide for marketers

Last week, a marketing director messaged me about her team’s holiday gift exchange: “Half my team is remote, half is in office and all of them deserve something special.” It got me thinking about how our industry’s gift-giving needs have evolved along with our working arrangements. As marketing professionals, we’re expected to stay ahead of…

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