Technology from the Crossroads

Views from the intersection of digital marketing and enterprise technology

Hello,

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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Bridging the Gaps: Linking ABX Experiences

Data silos limit the impact of ABM. Disconnected campaigns harm the customer experience. Is there a solution to fragmented tech stacks?

| Marketing Technology

Marketing Technology

Discover how effective use of technology can boost marketing performance

Bridging the Gaps: Linking ABX Experiences

Data silos limit the impact of ABM. Disconnected campaigns harm the customer experience. Is there a solution to fragmented tech stacks?

| Marketing Technology

Revolution When: The Limitations of Agents

AI agents are the future of enterprise automation. Yet, adoption has been slow. For all the benefits, significant questions about their usefulness remain.

| Marketing Technology

Revolution When: Generative AI in 2025

2025 is expected to be a transformational year for Generative AI adoption. Or is it? The uptake of new technology is always slower than predicted.

| Marketing Technology

Terminal Science: Media and Technology Unite

With content syndication struggling to prove value for lead generation, one publisher has hit on a novel solution: buy the Terminus ABM platform.

| Marketing Technology

Marketing Operations

Maximise marketing efficiency and unlock the value of marketing ops

Overcoming Communication Silos in Marketing

A lack of internal coordination leads to a disjointed customer experience. But communication silos can be overcome with a more structured approach.

| Marketing Operations

The Data to Deliver: Account Based Experiences

Decision makers increasingly demand personalised experiences in a B2B context. Yet, marketers often lack the data to deliver them - until now.

| Marketing Operations

Beyond Leads: Marketing Operations in 2025

Marketing is being asked to do more, but isn't getting the budget to match. In 2025, that will lead to a focus on efficiency and predictive analytics.

| Marketing Operations

Account Based Convergence

ABM has fundamentally changed the martech stack. Deeper alignment between marketing and sales has created a new technology and data ecosystem.

| Marketing Operations

Digital Transformation

Commentary on enterprise technology and it's impact on business

Next-Gen Automation: The Outlook for Agents

Agents are still a long way from being production-ready. New announcements from Microsoft and Salesforce show that the capability gap is closing.

| Digital Transformation

Next-Gen Automation: The Role of Agents

AI agents are not a replacement for traditional rule-based automation workflows. They merely expand the types of business processes that can be automated.

| Digital Transformation

Demand Agents: Do Customers Want AI?

AI has been pitched as a technology to increase efficiency and reduce costs. Has anyone considered whether their customers want the AI option?

| Digital Transformation

Rise of the Agents

AI agents are heralded as the next wave of enterprise AI. But will they overcome cost and security concerns to kick-start Generative AI adoption?

| Digital Transformation

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