Katie Linford
Principal Analyst
Author Insights
Blog
The Key To AI Success? Don’t Start With The Technology
With all the relentless buzz about AI, it’s easy to start with the tool and then go searching for a way to use it. The problem with that is you’re letting the technology, not your customers and your goals, drive your strategy. Set your company up for success with AI by following these steps.
Blog
“AI Responsibly” With GenAI In Martech
Decades ago, the alcohol industry launched its ubiquitous “Drink responsibly” marketing campaign. In 2024, it’s time to “AI responsibly” in marketing technology (martech).
Blog
RevOps And AI: The Cobbler’s Children Need Shoes, Too
Generative AI is already widely adopted in B2B marketing across a range of applications, often deployed by Revenue Operations teams on behalf of the wider revenue ecosystem. How should revops teams themselves use AI though to maximise their own efficiency and performance?
Blog
What’s Marketing Ops And MRM Got To Do With It? (Got To Do With It?)
Tina Turner famously questioned, “Who needs a heart when a heart can be broken?” Marketing operations is the beating heart of marketing teams. Strong marketing operations yields better decision-making, improved capacity and efficiency, and stronger governance and compliance. Yet the marketing operations heart is broken in many companies. Don’t despair — this vital organ can […]
Blog
Is Your Quest To Build A Modern, Automated, Optimized Tech Stack Leaving Your Customers Behind? Probably.
Organizations that prioritize internal criteria for making tech decisions often miss the mark. Discover how embracing customer obsession can turn your B2B tech strategy into a revenue-generating powerhouse at this year’s B2B Summit North America.
Blog
Marketing Operations Must Rationalize Revenue Technology To Achieve Customer Experience Goals
Marketing operations must rationalize revenue technology by removing point solutions to both reduce costs and achieve customer experience goals.
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How Do You Know If Your Martech Is Working For You?
Do you know if your martech stack is actually working for you? From assessing current tech investments to considering new solutions to enhance your martech stack, ensuring maximum return on marketing technology spend can be challenging.
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Gaining Alignment On Martech Decisions
Regularly evaluating your martech stack helps ensure that your technology continues to provide value and supports business objectives. Ask five key questions to help bring clarity to your decision-making.
Blog
Marketing Efficacy And Operations Hinge On Marketing Resource Management
Today’s marketers face an existential crisis of looming irrelevance. To combat this, companies must follow the model for modern marketing: customer understanding informs brand strategy, which leads to brand experience. To adeptly support brand strategy, marketers must make marketing operations more efficient, streamlined, and cost effective, especially among pandemic-induced decentralized workforces. Proactivity is paramount for […]