The best martech buying process isn’t a spreadsheet. It’s a cognitive extraction exercise.
Keith Jones asks stakeholders to write what they want, say it out loud, and then feeds both into GPT to surface what actually matters. That discipline applies to agents too. Most teams chase orchestration before they have stable logic, clean data, or working workflows. More
Category Archives: AI
168: AI’s talent crunch: Marketing jobs on the brink and those set to thrive
At risk are campaign operators, generic content creators, and report-pulling analysts. Set to thrive are resident AI implementation experts who select worthy tools, data orchestrators connecting proprietary data to AI, product/customer marketers with genuine empathy, ethics guardians preventing bias issues, and localization specialists understanding cultural nuances.More
166: Constantine Yurevich: Visit Scoring, an alternative to MMM and MTA few marketers know about
Multi-touch attribution is a beautifully crafted illusion we all pretend to believe in while knowing deep down it’s flawed. The work is mysterious, but is it important? The big ad platforms sell us sophisticated solutions they don’t even trust for their own internal decisions. Is it time we accept marketing causation is a thing we can’t measure?More
163: Danielle Balestra: Building AI and martech stacks inside regulated enterprise is more rewarding than startups
Beyond all that regulatory red tape and the perception of inertia, martech in regulated enterprise can be a ton of fun and provide the balance that tech startups just can’t. Vendor selection, proof of concepts, team structures… everything takes a unique form that requires you to become an internal business consultant, despite being a FT employee. More
162: Rich Waldron: How to build and manage AI agents from a single, composable platform without coding
Marketing ops folks stand at a crossroads where iPaaS platforms and AI agents are colliding in crazy ways. Rich pulls back the curtain on what happens when workflows become agent “skills”: Imagine your carefully built automations transformed into autonomous assistants that diagnose tech issues, provision applications, and manage complex Salesforce campaigns without manual intervention. More
160: Mac Reddin: How to leverage dinosaurs to get warm intros and drive better pipeline
Mac treks through the Jurassic wilderness of modern sales, where outbound campaigns cannibalize themselves while AI-powered sequences are degrading response quality by the day. Real marketing power flows through human networks, forward-thinking companies are transforming their SDR teams into relationship architects who measure success through network depth and authentic engagement. Be the team that does better.More
158: Jeff Lee: How Calm’s Billion customer message machine unites martech and engineering
Jeff built a billion-message marketing machine at Calm with three people. But it was a journey. Push notifications sparked a three-year battle until a new CPO, unburdened by notification trauma, green-lit the project in six weeks. It was a four-year battle for ML recommendations but the data tells an unexpected story. Jeff also shares tactics for winning over the most skeptical product and engineering teams. It starts with operational empathy by taking a stab at a working prototype of your idea but also recognizing that product and martech decisions often stem from personal bias that requires champions who have experienced positive outcomes.More
157: Sandy Mangat: How to fix outbound with a crystal ball and signal-powered AI agents
AI and outbound prospecting has flooded our inboxes with poorly personalized, irrelevant, and frankly lame template attempts at human connection. But some teams are seeing the light… the purple light. Sandy takes us inside the dimly lit fortune telling parlor of Pocus where we gaze into the swirling galaxies of the crystal ball of modern sales. We travel through visions of product-led sales, network referrals, signal correlation and AI agents all swirling together to fill pipelines.More
156: Chris Golec: The Godfather of ABM is on his 3rd company and he’s solving attribution for B2B marketers with AI
The Godfather of ABM takes us through his humble beginnings in Detroit’s industrial trenches to category creation and entrepreneurial expeditions. His journey spans building magnetic company cultures, cracking the code on remote work, sharing candid hiring wisdom, and transforming marketing failures into fuel for growth. Now building Channel99, he’s rewriting attribution with a touch of AI engineering, predicting marketing ROI, using a white box approach.More
155: Meg Gowell: Typeform’s full stack marketer on growth experiments, brand momentum and warehouse-native stacks
Marketing leadership in 2025 is a wild time. After years of learning martech and technical concepts to become a full stack marketer, you finally land that dream director gig… only to watch your hard-earned tech skills collect dust while you drown in meetings. Megan helps us see the way forward.More