marketing technology - Martech Therapy (Page 2)

Why skipping the RFP isn’t always an option and how to avoid the biggest traps

Four practical steps that help teams protect themselves when the process can’t be avoided

If you have been following my latest articles, The CDP RFP Dating Game and The Reference Call That Changed Everything, you will understand this article even more. This article, a follow-up in a sense, eventhough my goal was not to make a series, was partly inspired by Tealium’s Jay Calavas comment on my LinkedIn post, stating:

“Skip the RFP and focus on use cases and measurable outcomes!”

And I’ll be frank, Jay is right: use cases should lead. I’ve even worked on projects where we skipped the RFP entirely and validated tools

The reference call that changed everything

A reminder, based on a true story, that even when teams do their homework, the CDP market still stacks the deck, and what to do about it.

Last week, after publishing The CDP Dating Game, my LinkedIn inbox lit up, and the number of subscribers to this Substack jumped. Marketers on the brand side reached out privately with a mix of relief and frustration. Heck, I even spoke to a few at the Martech World Forum who reacted in the same manner. Relief that someone had finally put words to what they’d been experiencing. Frustration that they’re stuck in a market where even defining what a CDP is has become an impossible task.

One marketer admitted in confidence that they no longer bother correcting their

Martech World Forum, London, looking back

AI was everyone's "mot du jour" but it's losing ground to calls for stronger foundations and more collaboration

When I fly into London, I always do four things.

I make sure to take a flight from my nearby airport, Rotterdam.
Once on board, I’ll have a gin & tonic (no, not in the morning, you animals!).
I listen to the entire album of Breakbeat Era’s Ultra Obscene, an album I bought back in London when it was released in 1999, a true classic.
When the tires hit the tarmac, I’ll jump on the DLR and head into town.

Hold your horses, don’t go shouting “classic OCD”! It’s a ritual I picked when working

The CDP RFP Dating Game

How agencies, vendors, analysts, and executives hide behind the smiles

On paper, a Request for Proposal (RFP) looks like the fairest way to choose a Customer Data Platform, or anything else for that matter. I am sure if my wife had known about RFPs when we met, I would have been on the receiving side of one. Good thing she didn’t. An RFP is an attempt to make sense of vastly complex and different products through structure, neutrality, and vendor A vs vendor B data in neat columns. But if, like myself, you’ve been in this business for a while, you know the truth 👇🏻

Most RFPs are wired

From economics to Martech: Ana Mourão on wins, governance, and positivity

Small wins, strong processes, and the human side of Martech

I had such a pleasant conversation with Ana Mourão on Couch Confidentials. She has this rare combination of sharp Martech expertise and an optimistic outlook, even when talking about the messy side of digital transformation.

What struck me most was how Ana sees Martech not just as a stack of tools, but as a system of people and processes where small wins can make a huge difference. From building 7 million profiles globally to navigating the “Groundhog Day” of transformation projects, she’s found ways to stay positive and drive impact.

Thanks again, Ana, for sharing your experience and your

The real Martech ROI equation

Revenue minus stack costs does not equal a return on investment, so what does?

Have you ever seen this quote:

“The first time you go through it, you don't understand it at all. The second time you go through it, you think you understand it, except for one or two small points. The third time you go through it, you know you don't understand it, but by that time you are so used to it, it doesn't bother you anymore.”

If you are reading this article, you might be inclined to think that this quote is from some notable Martech leader describing your Martech stack. Nothing is further from the truth. The quote is

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