Category: Expert Mode

Every marketer loves a clean slate—right up until the moment the eraser squeaks across a whiteboard the size of a football field. Spinning out 90,000 employees, $18 billion of revenue, and decades of IBM heritage into a fresh-faced brand qualifies as one of those supersized whiteboards. That was the…

AI in marketing isn’t new—but the pace, expectations, and competitive pressure around it have dramatically accelerated. In the B2B world, where purchase decisions are long and complex and personalization is notoriously hard to scale, the opportunities—and risks—of AI adoption are multiplying fast.

The transformative potential of artificial intelligence (AI) in marketing is no longer a futuristic fantasy; it’s rapidly becoming a tangible reality. But while many organizations focus on AI’s cost-saving potential, true value lies in its ability to amplify the human element, creating a network effect that elevates both employee…

Marketers spend millions perfecting pre-purchase experiences—polished campaigns, seamless checkouts, personalized offers. But Riikka Söderlund has a blunt message: if your inventory strategy isn’t just as polished, none of it matters. As Chief Operating Officer at Katana Cloud Inventory, she sees daily how post-purchase chaos—delays, stockouts, and returns—undermines even the…

Marketing leaders talk a big game about “customer-centricity,” but too often that phrase is code for “sell harder with friendlier emojis.” In Belgium’s hyper-competitive telco market, Telenet turned that trope on its head. Instead of nudging customers to upgrade, the company built a program that sometimes recommends downgrades—on purpose.…

Digital agility is often associated with sweeping transformation—new platforms, new features, and reorgs aimed at unlocking growth. But for Jaxon Repp, Field CTO at Harper, the real secret lies in milliseconds. In the world of digital experience, speed isn’t just nice to have. It’s a competitive weapon.

Marketers have never had more data, more tools, or more pressure to move fast. And yet, most are still waiting days—sometimes weeks—to publish a web update, launch a campaign, or fix a typo. Why? Because the CMS they depend on is a legacy system built for a slower, simpler…

The holiday season may feel like it ends with a bang on December 25, but for savvy marketers, the real fireworks begin on December 26. While most brands pack up their campaigns and coast through the New Year, a small but growing group of marketers have identified Q5—a quiet…

In the era of AI-driven transformation, every company wants to be agile. But few manage to embed agility so deeply into their operating model that it becomes second nature. Reka, an AI startup developing leading-edge multimodal generative models, has made that a foundational part of how they operate—and they’ve…

At enterprise scale, customer experience orchestration can become an unruly beast—particularly when you have to balance millions of customers, dozens of engagement channels, and thousands of decision models. But Christian Nelissen, Chief Data and Analytics Officer at National Australia Bank (NAB), believes that with the right architecture and mindset,…