Tag: mid-market
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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 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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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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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 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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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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You use half your martech. How to get revenue from the stack you own
Marketers use 49% of their martech capability. Every gap triggers another licence, and the last one never got rolled out. The fix is not another tool. Audit against real use, cut the redundant, and fund the people who run it.
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Why don’t your systems talk, and how do you pay down integration debt?
The average enterprise runs close to 900 apps and only a third connect. Each disconnected system is a fresh silo. Pay it down by standardising on API-first tools and a shared data model, and making interoperability a buying criterion.
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Why is your customer data fragmented, and how do you fix it?
Every tool you buy ships its own customer table. That is how silos are born. The fix is a leadership decision, not a licence: name one master and resolve records on keys you can trust.
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Why does data governance fail, and how do you make it drive revenue?
Governance sold as risk avoidance reads as cost, so people comply minimally and route around it. Reframe it as the thing that makes self-service, faster decisions, and monetisation possible.