As vibe coding, AI, and data play a bigger role inside revenue teams, a shift from fragmented best-of-breed stacks toward unified, AI-native operating systems is taking shape. Naman Khan worked for legacy giants like Salesforce and Dropbox and now serves as CMO at Reevo, a challenger brand in the revenue platform space. In this episode …
Coca-Cola and its partners are pitching a new measurement framework, Universal Media Measurement (UMM), to help marketers compare the effectiveness of paid, owned, earned, and shared media on a single scale. The framework was developed through a collaboration between The Coca-Cola Company, Top Line Marketing, and Kantar. The tool was presented at a World Federation …
Read more “Coca-Cola and partners pushing for new measurement standard”
Outbound marketing has shifted from large-scale static outreach to signal or event-driven, multichannel engagement. When I was new at this and struggling to hit my numbers and looking for advice on what to do, I was told, “Just send more emails and make more dials.” Armed with that advice, I went back to my desk, …
Fraud risks are growing more sophisticated. The ANA’s Q2 2025 Programmatic Transparency Benchmark found that $26.8 billion in global programmatic media value is lost each year to supply-chain inefficiencies, fraud, and low-quality inventory. Fraud is especially prevalent in connected TV (CTV) advertising. One of the fastest-growing channels in digital, CTV has become the newest playground …
Read more “4 questions you should ask to catch programmatic ad fraud”
I’ve been seeing something lately, and now I can’t unsee it. At first, it felt like a series of small moments. Odd, but easy to brush off. Then it kept happening. For instance, a client’s technical team was asked to provide notes to help me turn their expertise into a benefit-oriented content marketing piece. Instead, …
Read more “The dangerous gap between AI output and actual understanding”
Last-click attribution has long been seen as a practical way to assign value to marketing activities. It offers a clean, simple view of what appears to drive conversions. Yet that simplicity often comes at the cost of accuracy and context. In an AI-first environment, where journeys are less visible and influence often happens without a …
Read more “Last-click attribution rewards the wrong work in an AI-first world”
CMOs are pouring money into AI, but most marketing organizations still are not ready to make those investments pay off. That’s one of the clearest findings from Gartner’s 2026 CMO Spend Survey, which found that CMOs now allocate an average of 15.3% of their marketing budgets to AI initiatives. At the same time, only 30% …
Read more “CMOs are buying AI that their organization isn’t ready for”
If you’re a marketer or CX leader who relies on Medallia, you’ve likely been asking yourself: Is Medallia going out of business? Should I be worried? The short answer: no, Medallia is not going out of business. But something significant is happening, and the implications for users, evaluators, and anyone who buys enterprise software from a …
Read more “Medallia survived, but the real story should worry marketers”
In MarTech’s “MarTechBot explains it all” feature, we pose a marketing question to our very own MarTechBot, which is trained on the MarTech website archives and has access to the broader internet. Q: How will the Open Semantic Interchange (OSI) standard specifically impact Account-Based Marketing (ABM) orchestration across fragmented vendor ecosystems? Account-Based Marketing is, by …
Read more “How OSI could finally fix ABM’s biggest data problem”
Your marketing team isn’t confused about your martech decisions. They’ve made their own. While you’re defending the DXP you bought two years ago, or inheriting a stack from your predecessor and trying to figure out where to start, your team has already sorted it out. They know which tools work and which ones don’t. They’ve …
Read more “Your team has already voted on your martech stack”