Your marketing team isn't confused; they've already voted with their clicks. The rise of 'dark martech' reveals a fundamental platform shift driven by the very tools leadership often overlooks.
The marketing technology landscape's 0.7% growth in 2026 masks a dramatic churn: 1,500 tools added, 1,300 vanished. This isn't stagnation; it's a Darwinian reset powered by AI.
Companies are drowning in AI experiments, but few make it to production. The culprit? They've given AI data, but not the keys to the kingdom. It's time to talk about decision authority.
Customer Relationship Management is no longer a dusty Rolodex for customer data. It's now the engine driving every customer interaction, dictating what's offered, when it's offered, and through which channel.
Sweat drips in a San Juan conference room as Maggie Summers eviscerates martech bloat. Fewer buttons, she snaps. More brains.