Martech Therapy: CDP strategy and agentic AI

What real time actually costs

Real time is several different speeds, with very different bills. What each one is for, and the cost nobody likes to mention.

Sponsored by Databricks. Databricks commissioned and funded this guide and reviewed it before publication for factual accuracy. They did not get to change the conclusions.
Full disclosure at the foot of this post.

Somebody says "real time" in a meeting and the room nods.

It is the most agreeable phrase in martech, because everybody in the room assents to something slightly different and nobody finds out until the CFO starts looking for you.

I wrote about the architecture of this in July, in real-time from a warehouse:

How quickly context goes stale, where the work should sit, and

AI in Martech

Natural-language audience builders: my advice for vendors

Natural-language data interfaces let marketers skip the BI ticket, and the data engineer with it. Some advice for the product teams building them.

I talk to a lot of martech product teams. Part of my advisory work is getting an early look at features before they go GA, sometimes months ahead… well, weeks, more often, and giving feedback while it can still change something. Most of those previews have little in common. Lately one pattern keeps showing up, across companies that don't know they're building the same thing.

A marketer types a question in plain language. An LLM queries the warehouse and comes back with insights, an audience, and sometimes a full activation plan. No SQL, no BI ticket, no waiting

Martech contracting

What is a forward deployed engineer, and who is paying for the one in your team?

Vendors are embedding their own engineers to build your stack. One Martech company's accounts show the implementation running at a gross margin of 0.08%.

At the Martech World Forum in London this month, Nate Wardwell from Hightouch talked about forward-deployed engineers and described them as a service Hightouch provides that is helping its customers. I wrote it up in my recap and left that question hanging.

Isn't that what independent consultants do?

I went and looked properly.

What I found wasn't really about job titles.

What a forward-deployed engineer actually is

In short, someone the vendor employs, who sits inside your team and builds the thing. Not a trainer, not a support contact, not a consultant who writes a plan

Customer Data Platform

How to write a data request someone can act on

A request rarely gets refused. It gets built, exactly as written. Here are the six decisions to name before you send one. One page, free, no forms.

Sponsored by Databricks. Databricks commissioned and funded this guide and reviewed it before publication for factual accuracy. They did not get to change the conclusions.
Full disclosure at the foot of this post.

A badly written data request rarely gets refused. It gets built.

That is the part people miss when they complain about the queue. You ask for lapsed customers, three weeks later you get lapsed customers, and the team who built it did exactly what the message said. Then the campaign underperforms and nobody can point at the mistake, because there was not one.

Lapsed meant a

Martech research

Can you trust AI to research Martech vendors?

I logged every source four AI assistants cited across 480 CDP buying questions. More than half came from companies selling into the category

I spent a day this week asking four AI assistants the twenty questions a marketer asks when they are choosing a customer data platform, and writing down every source each one used to answer.

Same questions, three times each, all in one day so nothing could move underneath me. About three thousand sources in total.

An article I wrote in August led me here. I'd asked whether Martech work was slowing down, and one answer that kept coming back was that buyers are handling more of the early stage themselves, with an assistant rather than a person. The claim

Customer Data Platform

Same word, different meaning

2 cranes. Same words, different meaning. Martech's vocabulary is no different.

The words marketing and data engineering both use and define differently, and what each side hears instead. One page, free, take it into the meeting.

Sponsored by Databricks. Databricks commissioned and funded this guide and reviewed it before publication for factual accuracy. They did not get to change the conclusions. Full disclosure at the foot of this post.

A client of mine moved from head of IT to head of Martech at a national UK company. Technical background, ran engineering teams for years, nobody's idea of a novice. The first honest thing he said to me was that he didn't know how to talk to data engineering.

That surprised me, and then it stopped surprising me.

He had the vocabulary, and the

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What a forward-deployed engineer actually is