Thoughts and rants from a veteran CDP contractor and interviews with my peers.

Finding the Martech Goldilocks zone

With 15,000+ martech tools out there, the problem isn’t choice, it’s fit. The “perfect” solution rarely exists. The real challenge is finding your Goldilocks zone, where technology, people, and process are balanced enough to actually make things work.

If you’ve followed my writing for a while, you’ve probably noticed I have a bit of a thing for astronomy metaphors. We’ve talked about entropy creeping into martech stacks, and how data gravity quietly pulls everything toward the warehouse, turning tools into satellites orbiting a growing center of mass.

So let’s add another one to the collection.

The Goldilocks zone.

And yes, before anyone jumps in, I know. For some, Goldilocks is a fairy tale about porridge, chairs, and questionable home invasion ethics. For others, it’s an astronomical concept, describing the narrow band around a

Martech Readiness Gap

The Martech Readiness Gap

The technology arrived before the organization was ready to operate it. That distance between what you believe you're ready for and what you can actually sustain is the Martech Readiness Gap. And it's getting wider.

In my last piece, I wrote about Scott Brinker's composable canvas and the distance most organizations still have to travel before they can operate that way. I ended with the observation that data gravity and organizational distance are two forces that haven't quite caught up with each other yet, and that the gap between them isn't a problem to solve in one go, it's something to navigate.

That question, how far are we from being able to operate this way, has kept coming up in conversations since. So this piece is an attempt to name what's actually sitting inside that

composable

The composable canvas & the cosmos

Data gravity is pulling everything together. AI is accelerating the journey. But for many organizations, the distance between systems, teams, and reality is still expanding. The future is clear. The path is less so.

I’ve been reading Databricks' and Scott Brinker’s recent paper on the New Martech Stack for the AI age. It’s one of those pieces that, just like studying astronomy, feels both clarifying and slightly unsettling at the same time.

Clarifying, because it puts words to something many of us have been feeling for a while. The stack is creaking. Integration is still eating time and energy. Data sits everywhere, but rarely works together in the way we need it to. So, the idea of moving toward a shared data foundation, with agents operating across it, makes intuitive sense.

Vibe Coding Martech

Breaking the Martech Mould

Most Martech platforms solve about 80% of what companies need. The remaining 20% becomes scripts, spreadsheets, and quiet workarounds. AI now makes that gap easier to build. But breaking the Martech mould raises a bigger question: are we building freedom, or just moving responsibility?

Last week I attended a conference with my wife that had absolutely nothing to do with marketing technology.

She is finishing her degree to become a teacher in the fine arts, and her research focuses on a topic that has been quietly worrying educators for years: school dropout rates and the role creativity can play in preventing them.

The numbers in the Netherlands are confronting. Roughly 20% of school-age children are considered neurodiverse in some form. Around 70,000 children are currently not attending school, and another 280,000 are at risk of dropping out.

Not because they lack intelligence

Vibe Coding Martech

The dirty truth about vibe coding in Martech

After ~1000 hours vibe coding, I’ve learned something surprising. AI makes building software easier. But the moment your tool actually works… the real work begins. Hosting. Security. Monitoring. Maintenance. Are we replacing SaaS, or just redistributing responsibility? Curious how others see this.

Every few weeks, another post appears in my feed declaring that SaaS is finished.

Someone cancelled a subscription, vibe-coded a replacement in an afternoon, and now the economics of software are apparently solved. Why pay €30, €300, or €3,000 a month for a tool when an AI can generate the same thing with a prompt?

The sarcasm around vibe coding does reveal its limitations.

The story has become loud enough that it has started leaking into financial markets. Investors are suddenly trying to understand what AI-assisted software creation might do to companies like HubSpot, Adobe, and Salesforce. If every

Martech Stack Builder

Martech Stack Builder, another step closer.

Two months ago, I started building the Martech Stack Builder to help companies and agencies visualize their marketing technology, but also improve cross-departmental collaboration. Here are some notes from the v0.10 update.

Here is a quick update on my Martech Stack Builder project. Over the last week, I have made some big improvements. Let me break them down for you.

What is the Martech Stack Builder?

Maybe I am getting too far ahead of myself, so here is a TL;DR.

Two months ago, I started building a Martech Stack Builder that helps you visualize and present your company's, or your client's, marketing technology stack. A "Miro for Marketing", I guess. The Martech Stack Builder lets you drag 'nodes' onto your canvas and build relationships between them. Additional consideration specific to marketing

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What is the Martech Stack Builder?