A buyer-centric operating model for how buying actually happens in the AI Age. D3C stands for Discovery, Create Confidence, and Commit — a buyer-centric operating model for how buying actually happens in the AI Age. In this model, buyers discover a credible path to solve a business problem, create enough …more
A buyer-centered control plane across D3C—where synthesized reputation, claim governance, proof production, activation, and outcomes form one compounding system. Table of Contents D3C is the spine, because it names what the buyer is actually doing Discovery has structurally changed, and the change is not “more content” Synthesized reputation demands claim …more
If you’re the rare marketing professional, watching your IT budget grow, struggling to find ways to spend it all, congratulations. You can stop reading now. For the rest of us, Marketing IT cost savings are top of mind. Especially now as belts are tightened and priorities reevaluated. Getting the most …more
Time to fire up the flux capacitor for another trip to the future. Or the past. Or maybe both, if you’re lucky (and, you are). In our previous installment, we talked about the emergence of MarTech, and the proliferation of marketing technology point solutions. Today, we’ll look at the three …more
For decades, science has teased us with the prospect of the flying car. As I sit in barely-crawling Seattle traffic (in a DeLorean, no less), I’ve often wished that science had delivered on this promise. Seriously, what could be better than zipping across airborne highways in a Mr. Fusion-powered DMC-12? …more
Here’s today’s Leo: “In this business when you start putting the emphasis on counting money rather than getting out better ads and otherwise giving your clients better service, you soon learn that there is very little money to count.” — Leo Burnett Advertising is a business of putting the needs …more
Guess what? I’ve got a fever… and the only prescription, is more MarTech. So that’s what you’re going to get. We’re going to really explore the studio space this time. I mean, really … explore the space. In this MarTech part 2 episode of Wonderful World of Marketing we’ll continue …more
Take a moment to conjure up a mental list of mix-and-match pairs: Two unrelated items that nonetheless end up being inexorably linked together. Think “death & taxes;” “Procter & Gamble;” “fish & chips;” “The Captain & Tennille.” You get the idea. Until recently, the combination of “marketing” and “technology” would …more
Famous Part 2s: The Empire Strikes Back, Buzz Aldrin, the IBM AT, Dawn of the Dead…and this Wonderful World of Marketing episode. When we left off in Part 1, your intrepid CMO was regaling you with esoteric theories about MarTech complexity, driving revenue, and the evolution to a true customer-centric …more
I’m a Sprinklr fan. I don’t have their logo tattooed on my bicep (not yet, anyway), or paint my face blue, green, and orange before conference calls — but I’m a fan nonetheless. If you’re a CMO, or a marketer, you should be a fan too. Here’s why: Today, a third …more
