A martech tale of multi-channel confusion
Two phone numbers, one customer and a scheduling mix-up — here’s what happens when messaging systems don’t communicate.
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Steve Petersen's latest articles
The smart way to handle overlaps in your martech stack
Feature bundling and stakeholder preferences contribute to martech overlap. Here's how to analyze and manage it strategically.
Lessons learned from martech wins
Stories of creativity, strategy and collaboration in the martech world — plus lessons you can apply to your own work.
Why career diversity drives martech team success
Here’s how bringing together a wide range of career experiences leads to more innovative solutions and improved organizational outcomes.
Where do martech practitioners sit in organizations?
Organizational placement shapes martech professionals' roles, responsibilities and impact across marketing, IT and product teams.
What an honest MOps job posting looks like
Martech roles demand both creativity and logic. This honest take on MOps job postings illustrates the complexities and contradictions.
Weighing the pros and cons of out-of-the-box martech
Out-of-the-box vs. custom-built? A look at the trade-offs, including integration ease, vendor risks and the evolving buy/build landscape.
Top tips for onboarding new martech vendors
Facilitate seamless vendor onboarding by exploring contract considerations, setting expectations and communicating effectively.
Marketing artificial intelligence (AI)
How AI-generated images could redefine product placement
AI-generated visuals might subtly shape consumer choices and soon present new challenges for marketers.
A roadmap to martech stack maturity
Find out why maturing your martech stack is crucial for long-term success and how to do it with documentation and strategic planning.
Big players vs. niche specialists: Choosing your martech vendors
Robust enterprise support or personalized attention? Here are key factors to weigh when selecting the right martech vendor for your business.
Future-proofing martech strategies against macro forces
Martech doesn't exist in a vacuum. Stay ahead by considering macro factors that impact marketing strategies.
A CX reality check: When good intentions meet clunky execution
Explore the disconnects behind this brand’s customer experience initiative, and how martech and MOps teams can provide viable solutions.
Combining martech projects: 5 questions to ask
Tying martech projects together may create efficiencies but also risks. Consider these areas to determine if it’s worth the risk.
Optimizing digital experiences: Don’t focus on just one metric
A fast website isn't the only thing that matters to customers. Learn a more holistic approach to improving digital experiences.
Marketing value and data: Doing more with less
Learn ethical alternatives to common marketing tactics that rely on collecting sensitive customer data.
Marketing projects: Why you should compile questions in advance
Learn a tactic to make your next project more productive — compiling a list of questions based on current initiatives to reference later.
Marketing artificial intelligence (AI)
Martech is automating its way into a talent crisis
AI is handling more and more marketing grunt work -- work that had previously given people key early career learning experiences.
Marketing artificial intelligence (AI)
Should AI attempt absolutely everything?
Just because it can be fun seeing what AI will do with a prompt, it's not necessarily helping with your marketing. Stop and think.
5 don’ts in marketing operations
There’s plenty of good advice about best practices in marketing. It's also important to be aware of what not to do.
Top book and podcast recommendations for martech professionals
Here are recommended books and podcasts for martech practitioners looking to keep pace with constant developments in the industry.
Where to find marketing ideas to boost your performance
Marketing inspiration and ideas are out there for the taking. With some awareness, they're easy to find. Here are some tips.
8 inexpensive professional development ideas for martech pros
Looking to stay ahead in your career? Consider these cost-effective learning opportunities for martech professionals.
Why understanding the product is a must in martech, MOps
Here's why martech and MOps professionals should strive to develop a deeper understanding of their company's products.
4 areas of martech with ethical concerns
Martech professionals don't mean to sow chaos in the world, but what we do can have unintended consequences.
The dangers of saying ‘no’ in martech
Sometimes “let’s test that” is an even better answer than “yes,” all while avoiding the dangers of saying “no.”
Why prioritizing business continuity in martech is a must
Preparing for the hypothetical isn’t a waste of resources. It's time to recommit to business continuity and disaster recovery planning.
The MRI principle: Why it’s beneficial for martech practitioners
Applying the “Most Respectful Interpretation” principle is a must for martech practitioners dealing with various stakeholders. Here's why.
Data analytics: Your stack’s past and limitations
Understanding your martech stack's evolution makes working with data analysts more efficient.
6 martech contract gotchas to be aware of
Martech contracts can raise thorny issues. Here are some to look out for.
Project and workflow management
Winning the martech procurement process
Making life easier for executive assistants will also make it easier for you.
Five human issues that can wreck a technology implementation
Vendors, stakeholders, users and even you can cause you a lot of problems.
Broaden your marketing ops talent perspective
Marketing operations is more than just marketing automation. Diversify your perspective when looking at candidates' skill sets.
Martech is mainly about relationships
If you though technology and strategy were the hardest parts of marketing tech, think again. Relationships are fundamental.
Who’s a marketer anyway?
When it comes to successful marketing campaigns, creativity and technology go hand in hand.
How to establish a new martech role
Getting colleagues familiar with your new martech position is no easy task.
Marketing operations and technology shouldn’t ignore the web
While talking about marketing automation. CRMs and CDPs, don't forget the web channel, especially as a space for experimentation.
Not all B2B and B2C categorizations are alike
From a marketing and marketing operations perspective, the harder you look at the B2C/B2B distinction the fuzzier it seems.
Finding tech solutions for departments outside marketing
What happens when other departments piggyback on the marketing tech stack and marketing decides to make a change?
How to think about budgeting for the marketing tech stack
In situations when budgeting is rather strict, it is important to think with the future in mind at things you might need tomorrow as well as today.