A CDP can unify fragmented data, orchestrate personalised experiences, and generate actionable insights. But like a tightrope act without a safety net, it only works when the right foundation is in place, the people, processes, and data that make the whole show run smoothly.

If you haven’t run a MarTech audit in over a year, you’re haemorrhaging money. You’re handing over 25% of your entire marketing budget to stuff that’s mostly idle.

Too many CDP rollouts start with “let’s integrate everything,” instead of “let’s integrate what matters.” The result? Frankenstein stacks, overwhelmed marketers, and AI models trying to read tea leaves made of glitter.

According to a recent Gartner’s MarTech Survey, average MarTech utilisation has dropped to just 33%, down from 58% in 2020. That means two-thirds of the platforms and tools marketing teams are investing in are sitting idle or underused.

Mergers can feel like a tidal wave. But they’re also one of the only moments when you get a mandate to change everything - and build something better. As a MOPs leader, you’re not just keeping the lights on. You’re rebuilding the engine, in real time, while the car is still moving.

When two companies merge, most of the headlines talk about market share, valuations, and synergies. Maybe there’s a stock bump. Maybe there’s a press release with the word “transformational” used at least four times. But behind the scenes - usually just out of earshot from the boardroom - there’s a group of people quietly hyperventilating. They’re the ones staring down two overlapping, bloated, often contradictory MarTech stacks and wondering: how the hell are we going to

Somewhere inside your organization is a marketing technology stack that’s bigger, messier, and more haunted than anyone wants to admit.

MarTech audits aren’t fun. They’re just necessary. And the longer you put one off, the worse it gets.

The mythical creature of MarTech: The SaaS-quatch. No one knows exactly how many are out there, but everyone feels their lurking presence.