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.
Continue reading
Go to market teams have increasingly complex data needs. All those AI agents require high quality data to feed them. Can HubSpot keep up?
Discover how effective use of technology can boost marketing performance
Go to market teams have increasingly complex data needs. All those AI agents require high quality data to feed them. Can HubSpot keep up?
The major SaaS platforms hold the detailed business context needed by AI. For most ops teams, AI is just a different way of using existing apps.
Martech is integral to the success of any marketing program. Yet, that synergy of technology and strategy creates governance and security risks.
2025 has been the year of agentic hype, if not of agentic rollouts. However, AI agents are seeing adoption as part of broader automation flows.
Maximise marketing efficiency and unlock the value of marketing ops
Creative agencies still have a key role to play, even as AI takes on the lion's share of content production
Data management requires specialised workflows for each dataset. These exist in multiple different tools in the tech stack.
By breaking down the barriers to automation, AI allows data to be used much more productively.
Product teams often resent the involvement of marketing in product strategy. Yet, examples of what can go wrong without marketing input are plentiful.
Commentary on enterprise technology and it's impact on business
AI prices are going up. More expensive models at least answer one of the big unknown questions holding back corporate AI investments.
AI needs detailed business context to work effectively. That context already exists. It just needs to be collected and organised.
As AI becomes embedded within tech stacks, the key challenge is to find a workflow that allows both humans and agents to interact with apps.
According to the stock market, SaaS is legacy technology. Some SaaS companies do have an AI problem, for most, AI is just another feature.
Sign up to my newsletter for actionable insights into martech and marketing ops
