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.

Redundant tools, underutilized platforms, and inefficient processes quietly drain budgets, whilst there's pressure to justify every dollar.

Data silos, fragmentation, and inconsistent data sources hinder marketers from achieving a 360-degree view of their customers...

Keeping up with MarTech advancements is both a necessity and a challenge!

As the number of marketing technologies continues to proliferate, a critical question arises: could we be reaching technology overload?

Understanding how marketing efforts influence buyer behavior is critical in today’s complex B2B landscape.

This article explores the key benefits of integrating these ABM and MAPs and how they can transform your marketing efforts.

As new technologies emerge and consumer expectations evolve, businesses must ask: Are MAPs still relevant in modern and future MarTech?

Without their buy-in, even the most promising ideas risk being shelved.

Many marketing professionals fear that these innovations will render their roles redundant, creating a divide...

Implementing a Marketing Automation Platform ? One concern stands out as the most critical for B2B organizations: integration.

Partnering with a consultancy firm often brings unparalleled benefits that can make a substantial difference in outcome...