Customer data debt: The hidden obstacle to CDP success
Resolve customer data debt and let your enterprise harness the power of CDPs for improved marketing outcomes.
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Tony Byrne's latest articles
Top 6 martech myths debunked
Steer clear from common misconceptions that lead to haphazard decisions, poor vendor choices and failed implementations.
3 prevailing themes pointing to a martech reset
There’s a low-key reset transpiring across multiple enterprise stacks. Here's how martech leaders can respond.
The future of outbound marketing in an omnichannel stack
Enterprises want key services to operate omnichannel, yet outbound marketing platforms are becoming outdated. Here's how it might change.
The CDP connector myth
Watch out for CDP vendors claiming to have diverse connector catalogs that match up well against your stack.
Whatever happened to customer journey orchestration?
Here's a look at the evolution of customer journey orchestration, its path to maturity, and why it is not going away.
How is marketing operations evolving?
Where should the people who manage and run martech fit in the organizational structure?
The future of headless web content management
A modern enterprise, particularly a large one, needs headless and coupled publishing capabilities.
5 enduring trends in martech
Top five predictions for what will remain unchanged about marketing technology in the next ten years.
Is WordPress really the answer for all businesses?
The content management tool may not be a good fit for general purpose WCM services.
The right way to select a CDP
Understand the marketplace. Understand your architecture. And don't forget to negotiate.
Real Story on MarTech: Most important vendor selection tips
Important lessons to keep in mind when choosing technology.
Real Story on MarTech: Where is the puck going in 2022?
No one really knows where martech is headed, but careful diligence can uncover whether that vendor is skating at a pace and direction that works for you.
Real Story on MarTech: Is that vendor a zombie?
If left unaddressed, marketing technology zombies can create an increasing drain on your resources—and staff morale.
Real Story on MarTech: Why are vendor marketplaces so fragmented?
Six reasons why consolidation not been the norm in the world of marketing technology?
Real Story on MarTech: “But Will It Scale?”
That question might mean many different things, but it's a critical question businesses must ask when evaluating marketing tech.
The Real Story on MarTech: Is platforms vs. products replacing suites vs. best of breed?
Thinking of solutions as sitting on a spectrum between platforms and products will help clarify your business and operations models.
Real Story on MarTech: Avoid these five vendor selection pitfalls
Some common mistakes made when evaluating and choosing solutions and how to avoid them.
Real Story on MarTech: Consider supply and demand chains for your marketing content
Conceptualizing a supply and demand chain for content makes it clear that a network of stakeholders is involved.
The Real Story on MarTech: History lessons for CDP Buyers
The story of content management systems teaches valuable lessons for anyone evaluating CDPs today.
Real Story on MarTech: Sometimes the biggest vendors carry the biggest risks
But many smaller vendors are betting their lives on a single offering.
What anchors your technology mall?
Perhaps a traditional shopping mall provides a better model for marketing technology than a "stack."
The Real Story on MarTech: Beware ‘Roof Rack’ CDPs
Why there's real value in independent CDPs.
Real Story on MarTech: The new stack
The case for concentrating key capabilities in the lower, foundational part of your stack
Is there a right way to buy marketing technology? (Short answer: Yes!)
Selection teams should focus on their own user stories rather than generic vendor reference implementations. MarTech West speaker Tony Byrne will host a workshop on purchasing strategies April 15.
From martech silos to an omnichannel stack
Here are three key technology buyer considerations when making the transition to a true omnichannel stack.