Welcome to my personal blog about marketing technology. I am Alan Chatfield, Marketing Operations Consultant at CRMT Digital.
On these pages, I discuss how marketers can make the most effective use of their martech stack.
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Effective reporting is essential for marketing success. Yet, missing performance data is commonplace. Fill the gaps by fixing production processes.
Discover how effective use of technology can boost marketing performance
Marketers and publishers have long benefited from search engines. Today, search threatens the web. A new deal is needed before AI bankrupts itself.
Salesforce have a new marketing cloud. Beyond the AI hype, Marketing Cloud Next is a radical modernisation of an increasingly outdated platform.
Salesforce have a Data Cloud problem. It's central to the Agentforce pitch, but no one wants to use it. Can Informatica fix Salesforce's CDP woes?
Marketing automation has been neglected, while vendors chase other markets. Is that about to change? Will long-standing issues finally be fixed?
Maximise marketing efficiency and unlock the value of marketing ops
Effective reporting is essential for marketing success. Yet, missing performance data is commonplace. Fill the gaps by fixing production processes.
Marketing Operations is more than just a cost centre. It's a strategic multiplier that enhances the value of campaigns. How do you prove that to a CMO?
Marketers have more data than they can possibly use. Yet, low data completeness is an ongoing challenge. Generative AI can help solve both issues.
Buying groups are the basis for successful ABM. Yet, how do you map them? AI removes the manual tasks no one wanted to do anyway.
Commentary on enterprise technology and it's impact on business
Like all cutting edge technologies, Generative AI attracts excessive hype and uncertain ROI. Amid a trough of disillusionment, its time will come.
AI is a powerful tool, but when planning AI projects, companies need to be clear on how it can deliver value and where it can boost productivity.
Agents are still a long way from being production-ready. New announcements from Microsoft and Salesforce show that the capability gap is closing.
AI agents are the future of enterprise automation. Yet, adoption has been slow. For all the benefits, significant questions about their usefulness remain.
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