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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According to the stock market, SaaS is legacy technology. Some SaaS companies do have an AI problem, for most, AI is just another feature.
Discover how effective use of technology can boost marketing performance
According to the stock market, SaaS is legacy technology. Some SaaS companies do have an AI problem, for most, AI is just another feature.
Martech is integral to the success of any marketing program. Yet, that synergy of technology and strategy creates governance and security risks.
Product teams often resent the involvement of marketing in product strategy. Yet, examples of what can go wrong without marketing input are plentiful.
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
Marketing operations has always been a fast-moving space. Yet, it feels like the rate of change has accelerated. 2026 will be just as transformational.
A new AI powered marketing playbook is emerging. B2B marketers should be wary of the limitations to personalisation approaches pioneered in B2C.
After years of hype and experimentation, ops teams are finally beginning to understand the key benefits and critical challenges facing Generative AI.
Effective reporting is essential for marketing success. Yet, missing performance data is commonplace. Fill the gaps by fixing production processes.
Commentary on enterprise technology and it's impact on business
Early adopters have discovered the key to making agentic AI work. Iterative improvement is essential to getting the most from the technology.
Humans learn through doing. AI is no different. A culture of experimentation and iterative improvement is key to building a production-ready agent.
Generative AI has a security and compliance problem that few vendors are willing to address. Now Microsoft is giving enterprises the tools they need.
The pursuit of AGI is already having unpredictable consequences. Yet, the speed of AI driven growth will be limited by real world constraints.
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