The real signal isn't a blown SLA or a clunky handoff. It's what happens the moment a deal falls through. Marketing blames the nurture. Sales blames the lead quality. Both wave their data. Neither changes a thing, says Kevin Virsolvy, Senior Director, EMEA Marketing at Braze.
The report shows sales and distribution teams are under pressure to drive revenue growth, while disconnected systems and AI uncertainty make execution harder.
As AI agents reshape marketing operations, CMOs are being challenged to focus less on execution and more on governance, brand stewardship, and content quality to ensure long-term visibility and business impact.
Many enterprise marketers are treating GEO as a content challenge, but success in AI search increasingly depends on execution speed, operational agility, and third-party visibility rather than content volume alone.
We need to move past the broken notion that you must choose between a legacy storage-based CDP and a modern, composable platform that only one vendor understands, says Zack Wenthe, Director of Product Marketing & Customer Data Evangelist at Tealium.
As digital marketing costs rise and customer trust becomes harder to win online, more ecommerce brands are discovering why an offline presence is essential for long-term growth.
New research shows that brands aligned with emotionally heightened moments in live sports can improve ad effectiveness.
As brands pursue efficiency through platform consolidation, many are unknowingly limiting growth. A diversified retargeting stack can improve performance, reduce dependency, and uncover audiences that single-platform strategies often miss.
As Martech stacks grow more complex, the real challenge is aligning platforms, people, and local market realities. As Pooja Nambiar, Global Head of Marketing Platforms at Yugo, puts it, the technology is there to enable, not to dictate.
Marketing measurement has never been perfect, but today’s most successful teams are rethinking how they interpret data, combining MMM, LTA, and incrementality testing to build more reliable frameworks for business growth.
