Marketing management
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What you read here is written by our experienced in-house team of editors and research professionals, and subject matter experts from leading brands and agencies.
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Winning executive trust in the move beyond marketing attribution
Moving past attribution can feel risky, but staying stuck is worse. Reframe marketing measurement to reflect real buying behavior and business impact.
Why GTM keeps selling to the least profitable people
Evangelism feels heroic — but it's burning your budget. Want GTM that compounds value, not waste? Learn the causal way.
Is martech driving the blandification of marketing?
Martech promised smarter personalization, but it’s producing sameness. Here’s how to think differently.
Rethinking marketing’s relationship with data
Years of optimization and personalization have left marketing chasing metrics over meaning. Clean data offers a way to rebuild trust.
Marketing artificial intelligence (AI)
The AI oversight gap is marketing’s next governance test
Unvetted AI tools are driving costly breaches. Effective oversight is the safeguard marketing leaders can’t afford to ignore.
Do you know who’s on your email list?
Low opens and rising unsubscribes aren’t always execution issues. They often point to strategy problems that start with leadership.
Quiet martech is redefining how teams work
By prioritizing simplicity and integration, marketing teams are finding calm, creativity and measurable gains in a less-is-more approach.
Marketing artificial intelligence (AI)
Structuring AI for marketing impact through focused, real-world activation
AI’s promise means little without a clear plan. See how marketers can identify high-value workflows, remove friction and scale adoption with purpose.
What to do now that unique isn’t unique anymore
Every brand claims to be different. The ones that stand out make people feel something — not just think something.
Marketers say their trust in measurement is stalled
More data doesn’t mean more effective measurement, as multiplying channels and touchpoints lead to more chaos than answers.
How to turn internal docs into content that converts
Unlock the insights hidden in sales decks, onboarding guides and support docs to create content that earns buyers’ attention and drives results.
What they don’t teach you about marketing at Harvard Business School: Being positionless
Positionless Marketing equates to do-it-now competence, powered by technology... not committees
Why your B2B strategy should start with a story that builds trust
In B2B, trust is the real product — and storytelling is how you earn it. Here’s why every strategy should start there.
Marketing artificial intelligence (AI)
What companies keep getting wrong about AI implementation
AI’s power depends on execution. Lessons from IBM, Zillow and QuickBooks show how poor rollouts can do lasting damage.
Digital asset management (DAM)
DAM is the missing link in AI-powered marketing success
AI only works when content is structured, connected and governed. DAM gives it the foundation to turn automation into performance.
What are the skills marketers should develop as we enter 2026?
Struggling to keep pace with marketing tech and trends? It’s only getting faster. Learn the 10 skills that will keep you competitive in 2026 and beyond.
You’re paying your sales and marketing teams to sabotage each other
Growth stalls when sales and marketing are rewarded for different wins. Better incentives get both teams rowing in the same direction.
Martech stacks evolve through capabilities, not tools
Future-ready stacks combine SaaS, AI, workflows and human skills into adaptive systems. Here’s how to manage capabilities as your new foundation.
The pros and cons of specializing in specific martech products
MOPs practitioners have their favorite solutions, but is it a good idea to specialize in one only?
Brand consistency beats AI hype for revenue in 2026
AI amplifies everything — but only a consistent GTM system turns speed into durable growth with proof buyers and CFOs can trust.
3 ways AI will elevate marketing in 2026
Most teams now consider AI critical. In 2026, expect its biggest impact in personalization, orchestration and creative work.
Marketing artificial intelligence (AI)
AI trust is the new growth engine
Unchecked AI puts brands at risk. Accountability frameworks translate ethics and governance into customer trust, loyalty and growth.
Thriving businesses create value, dying businesses strip-mine it
Sustainable growth comes from creating value first for employees and customers. Get the order wrong and you burn through your future.
How to get your organization aligned for the AI age
At the MarTech Conference, we discussed why alignment, culture and data standards — not tools alone — determine success.
Account-based GTM pods that turn strategy into pipeline
Many ABM programs stall in execution. Pods align marketing, BDRs, sales and CS into one revenue team that drives meetings and growth.
CLV is the growth metric that marketing can’t fake
Customer lifetime value can’t be gamed with lock-ins or campaigns. Sustainable growth depends on delivering real customer experiences.
Optimization and personalization
When customers move like starlings — and what it means for segmentation
Static models can’t keep pace with fluid consumer behavior. AI makes it possible to follow dynamic shifts and design for the flock.
Marketing artificial intelligence (AI)
My AI marketing team has a professor, a writer and a slick salesperson. Yours can, too.
Use the strengths of ChatGPT, Claude and Gemini to create personas that can enhance strategy, unlock creativity and streamline execution.
Marketing artificial intelligence (AI)
A practical framework to turn fragmented data into a foundation for AI success
Marketing AI is only as strong as the data it runs on. Move from chaos to optimized data maturity and deliver personalization at scale.
How to measure your CreativeOps maturity to unlock performance
Benchmark your CreativeOps function and prioritize initiatives that accelerate performance, efficiency and martech value.
How AI decisioning will change your marketing
AI decisioning enables real-time, hyper-personalized marketing. With clean data and smart pilots, marketers can lead the next shift.
How AI reads your brand and why meaning matters most
AI systems don’t rank logos — they surface meaning. Clear, consistent signals of trust determine whether your brand appears in AI-driven recommendations.
How Clayton Christensen’s theory of disruptive innovation helps explain the rise of Positionless Marketing
Assembly-line marketing is obsolete. Positionless Marketing is the disruptive innovation transforming how brands connect with customers in real time.
The martech refresh cycle is a myth
Vendors push unneeded upgrades, forcing marketing leaders into cycles of constant, costly replacements that solve nothing.
In an age of AI excess, trust becomes the real differentiator
AI makes content abundant but authenticity scarce. Only trust and relevance can turn abundance into real value.
20 strategic planning tips for marketers preparing for 2026
Planning feels impossible in a year of AI upheaval and global instability. Don’t freeze — use these 20 expert tips to move forward with clarity.
Why vendor agility often trumps analyst rankings
Enterprise platforms may offer strong features, but their scale and processes often lack the speed, customization or flexibility you need.
The 4 Ps of marketing, reimagined for the AI era
They shaped decades of marketing, but in the AI era, product, price, place and promotion no longer look anything like they used to.
Why every marketer needs a ‘do-not-do’ list
Doing more isn’t always progress. Learn how subtraction can free up time, sharpen focus and boost your marketing impact.
Why pilots, not RFPs, define the future of martech selection
The RFP is outdated for martech. Learn faster, outcome-driven ways to select vendors through real-world pilots and partnerships.