Author: [email protected]
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Why does nobody own your martech stack, and what does it cost you?
Marketing pays half the martech bill. IT and other teams cover the rest, so nobody owns the whole thing. The fix costs an org-chart line, not a budget: name one owner accountable for the full stack.
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Is the third-party cookie back? What the reversal really means
Google cancelled cookie removal in Chrome, and many marketers read it as a reprieve. That read is wrong. Safari and Firefox still block cookies, and the fix is to keep building first-party data regardless.
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Why can’t you measure generative AI ROI, and how do you fix it?
Most teams adopted generative AI to keep pace, then never set an outcome to measure against. The fix is to pick each use case by the business result it should move, and name the metric before you switch it on.
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Why do customers rate your personalisation worse than you do?
You think you personalise well. Customers do not agree. You grade effort, they grade outcome. Close the gap by measuring the customer side.
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What is the dark funnel, and how do you measure pipeline you cannot see?
Most B2B buying happens in private before a form ever fills. The dark funnel is the pipeline your analytics cannot see. Here is how to measure it.
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Why does insight never reach action, and how do you close the activation gap?
Only 29% of firms turn analytics into action. Close the activation gap: name the decision each report should change, and push data into the tools where work happens.
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Stop buying a tool for every gap. Use what you already own first
Every gap feels like it needs a new tool. That reflex built the sprawl you already own half of. Default to what you have, and make every purchase earn a business case.
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Why can’t your team run the tools you bought, and how do you fix it?
Recruiting AI skills and training staff are the top barriers to capturing AI value. The gap is not awareness of tools. It is the capability to operate them.
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Why the MQL is costing you revenue, and what to measure instead
The MQL rewards volume the board cannot bank. Fewer than 13% convert to sales-qualified and under 1% close. Retire MQL volume as a board metric and measure revenue-integrated outcomes instead.
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Why is your real-time personalisation always late, and how do you fix it?
Customers move across app, web, store, and TV in one session. Your batch stack answers hours later, after the moment has passed. Run real-time only where speed changes the outcome, and let batch do the rest.