Category: Execution Stories
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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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Why do data leaders last under three years, and how do you make the role stick?
Data leaders churn because they run data as a control function nobody asked for, while the value they create stays invisible to the board. Make the role stick by operating as a business partner tied to a P&L.
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Customer Data – The Asset you never put on the balance sheet, but should
Ten years ago, Gartner made a promise on behalf of every company with a database. By 2020, it said, one in ten organisations would run a profitable business unit built on selling their own information. A neat idea, with a name: infonomics. I wrote about it at the time with some enthusiasm. The deadline came…