AI Theater to Trojan Horse: Surviving the AI Adoption Pressure Cooker
Martech teams face mounting pressure to deliver AI strategies as AI spending is projected to explode from $1.4 billion in 2023 to $1.48 trillion by 2025. Gartner warns that at least 30% of generative‑AI pilots will be abandoned after proof‑of‑concept, highlighting a gap between executive expectations and operational readiness. The episode reveals that firms without a dedicated AI budget see a 60% decline in Martech investment, while those with one enjoy a 65% increase. Practical role‑play advice shows how marketers can push back on unrealistic 30‑day AI demands.
Bad Data, Dark Data, & Why Your North Star Keeps Moving
In a recent Office Hours episode, Jacqueline and Juan expose a deep‑seated measurement crisis in enterprise marketing, noting that only 3% of CMOs can reliably prove ROI on more than half of their spend. They attribute the gap to fragmented...
Inside Paramount: March Madness & Martech Chaos with Ian Reisman
Ian Reisman, after 17 years at Paramount, reveals how managing billions of emails across in‑house and enterprise platforms turned into operational chaos, especially during high‑pressure events like March Madness war rooms. He contrasts the build‑versus‑buy dilemma, noting that vendor demos crumble...
Cut Your Marketing Budget by 50% with Calm’s Jeff Lee
Jeff Lee, the lifecycle marketing technical lead at Calm, oversees a four‑person team that launches more than 240 email campaigns each year, moving data through Databricks, Iterable and Amplitude. He argues that marketing engineering should be recognized as its own...
Personalization, Profit & the CFO: Scaling Martech Engines with Eloise Gillespie
In a recent episode of Making Sense of Martech, Optus’s Associate Director of Personalization and Martech, Eloise Gillespie, explains how AI‑driven personalization can scale only when the underlying infrastructure aligns with real‑world business constraints. She details the shift from treating...
Beyond Just Do It with Linda Cereda
Former Nike Global VP of Marketing Data, Linda Cereda, explains how the brand built a scalable marketing data engine by prioritizing operating model over technology. She details the SNKRS app’s scarcity‑driven launch, the use of zero‑party data to slash forecasting...