The Context Imperative
AI needs detailed business context to work effectively. That context already exists. It just needs to be collected and organised.
The AI Adoption Slow Lane
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.
The SaaS Doom Bubble
According to the stock market, SaaS is legacy technology. Some SaaS companies do have an AI problem, for most, AI is just another feature.
Beyond Dependency: The Martech Risk
Martech is integral to the success of any marketing program. Yet, that synergy of technology and strategy creates governance and security risks.
Beyond Marketing: Know Your Customer
Product teams often resent the involvement of marketing in product strategy. Yet, examples of what can go wrong without marketing input are plentiful.
AI in Practice: Test Early And Often
Early adopters have discovered the key to making agentic AI work. Iterative improvement is essential to getting the most from the technology.
Demand Agents: The Need for Machine Learning
Humans learn through doing. AI is no different. A culture of experimentation and iterative improvement is key to building a production-ready agent.
2026 Marketing Operations Predictions
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.
Demand Agents: AI Enters the Enterprise
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.
Beyond Offers: Content in an AI Age
A new AI powered marketing playbook is emerging. B2B marketers should be wary of the limitations to personalisation approaches pioneered in B2C.