Martech
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Separation of Concerns in Agentic Systems
Agentic systems break down when responsibilities blur. Treat planning, execution, state, policy, and human interaction as separate concerns with explicit interfaces. Do that and the system becomes predictable, auditable, and safe; fail to do…
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What is Observability
Observability is the process of understanding the where, the when, and the why behind how your application behaves. It relies on instrumenting the details that matter – the signals your systems emit as they…
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Observability in MarTech – Illustrations
Every marketing system eventually breaks. The question is whether you discover it in minutes or in days—after pipeline, personalization, and customer experience have already taken the hit. Observability turns hidden failures into visible signals,…
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B2C Figured This Out Years Ago. So Why Is B2B Still Trying to Wing It?
In a number of B2B companies, there’s a familiar meeting setting that plays out almost all too often. Marketing shows up with a printed slide deck featuring an Amazon, Netflix or Spotify stat around…
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MarTech and the Promise of AI: Why the Next Five Years Won’t Look Anything Like the Last Ten
For years, MarTech has been marketed as the cure‑all for marketing’s messiest problems.Broken processes? “The next platform release will fix it.”Inconclusive outcomes? “Just wait until we upgrade the segmentation engine.” Anyone who has spent…