Category: Expert Mode

Melissa Gallo thinks that framing misses where the money actually goes. She’s Vice President, Solutions and Delivery at Vantage, and before that she ran client success at CVS Media Exchange and revenue operations at Walmart Connect — two of the networks brands argue about funding.

This article is based on a Q&A with InCheq VP of Customer Success Brianna Van Zanten and Greg Kihlström for The Agile Brand Guide’s Expert Mode series. Most customer experience roadmaps are addition problems. Another personalization rule, one more touchpoint in the lifecycle, a new content series, an extra…

What if the more potent digital experience strategy isn’t addition, but a highly disciplined form of subtraction? What if the key to agility at scale isn’t moving faster, but being more deliberate about what you choose not to do?

Locality’s Keith Kazerman on why converging broadcast and streaming is an organizational problem, what audience-first planning breaks first, and what CMOs should own.

I recently spoke with Mike Kaput, Chief Content Officer at the Marketing AI Institute, who spends his days dissecting this very challenge. His insights cut through the hype, offering a clear-eyed view of what it truly takes to move beyond the pilot phase and build something that lasts.

Breaker founder Ben Billups argues the AI email trust panic misses the real constraint in B2B — relevance — and names the two numbers CMOs should compute first.

he recent consolidation of over twenty websites into a single global platform by Federated Hermes, following a significant rebranding, offers a masterclass in navigating this complexity. In a conversation with Melissa Ryan, their Senior Digital Marketing Manager, she peeled back the curtain on the realities of such an undertaking…

We’ve poured billions into Retail Media Networks (RMN), shifting budgets from other channels in pursuit of a clearer line of sight to the sale. Simultaneously, we’re seeing a renaissance in physical retail, a reinvestment in the store as an experience hub. Yet, for all this investment and focus, a…

According to Pranav Dalal, CEO of Office Beacon, a company that has been at the forefront of building distributed teams for a quarter-century, this isn’t a temporary trend. It’s the new strategic foundation for high-performance marketing.

For most of this year the question in marketing leadership meetings has been some version of “how do we show up when a customer asks an assistant what to buy