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
Tag Archives: startup
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
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
153: Sundar Swaminathan: How Uber measures the ROI of marketing according to their former Growth Marketing Data Science Lead
After leading Uber’s Marketing Data Science teams, Sundar shares insights that work for both tech giants and startups. Beyond uncovering that Meta ads generated zero incremental value (saving $30 million annually), they mastered measuring brand impact through geo testing and predicting LTV through first-week behaviors. Small companies can adapt these methods through strategic A/B testing and simplified attribution models, even with limited sample sizes. More
152: Sarah Krasnik Bedell: A data eng turned marketer on embedded marketing analysts and batch vs webhook pipelines
What happens when a data engineer with an obsession for truth-testing crashes into marketing’s ‘best practices’? Sarah’s journey from code to growth unfolds like a trained detective story, where she picks apart marketing myths and rebuilds them with an engineer’s first principles. Her fresh take on centralyzed vs decentralyzed data team structures favors embedding an analyst deeply in marketing and growth teams.More
151: Austin Hay: An operator’s guide to AI agents, composability, building in concert and self-designing APIs
Something extraordinary is brewing in the world of martech. In the near future, Austin thinks AI agents will turn into an omniscient digital butler, anticipating your needs with uncanny precision while vanishing into the background of your workday. But the real revolution unfolds in the seemingly mundane machinery of marketing operations, where innovative companies are transforming their spaghetti mess of data pipes and platforms into something approaching digital poetry. More
149: Kacie Jenkins: Claude Code’s Head of Marketing on capturing the true impact of marketing and avoiding reductive metrics
Marketing isn’t about cramming creativity into a spreadsheet, and Kacie’s journey proves it. She took on last-touch attribution, broke free from narrow metrics, and built a system that told the whole story, one where sales and marketing actually worked together. It wasn’t flashy; it was months of unsexy foundational work that led to record-breaking results. More
145: Barbara Galiza: The inconvenient truths of attribution no one wants to admit
Attribution is a bit like navigating Amsterdam’s canals: mesmerizing but full of hidden turns that don’t always make sense. You don’t need to chart every twist—just focus on finding the direction that moves you forward. Instead of obsessing over every click, use attribution like a compass, not a GPS. More
144: Steven Aldrich: Identify the martech you really need with a bottom-up analysis
Like the aftermath of Ragnarök according to Norse mythology, the martech world is emerging stronger, more focused, and ripe with potential. Rather than being overwhelmed by the chaos, marketers should use this time to rethink how to evaluate technology choices through the lens of business value.More
143: Danny Lambert: A guide to data transformation and building a warehouse-first martech stack
Marketers often feel like they’re battling a dragon when it comes to integrating data. We’re overwhelmed by technical jargon, stuck with outdated methods, and facing roadblocks from data teams. Danny walks us through his journey of cautiously entering the data world and the role dbt can play for marketing teams. Here’s how to get started with a warehouse-first martech stack.More