Writing
Honest, practitioner-level writing on MarTech, customer data, and the platforms shaping modern engagement.
The Architecture Behind the Acronyms (ESP): The Engine That Never Died, It Got Absorbed
The Email Service Provider faded as a category, but its function still sits inside every modern engagement stack: delivery, reputation, consent
Weekly MarTech Signals That Matter to Me: Part 9, Week 26
Salesforce agreed to acquire Fin for $3.6B and MoEngage acquired Aampe's per-customer decisioning engine.
The CDP–CEP Architecture Decision: How to Choose the Right Pattern - Part 2
After mapping the three CDP–CEP wiring patterns, this is the practical framework for choosing which architecture fits your organisation.
Weekly MarTech Signals That Matter to Me: Part 8, Week 25
Databricks launched an agentic CDP inside the lakehouse, GEO became a buyable category almost overnight, and Salesforce shipped Summer '26.
Salesforce, Adobe and the New Battle for the Content Layer
Salesforce's agreement to acquire Contentful is not just a CMS move. It is another chapter in its long-running content-layer battle with Adobe.
Weekly MarTech Signals That Matter to Me: Part 7, Week 24
Salesforce signs a definitive agreement to acquire Contentful, agentic marketing platforms converge on the same agent-plus-MCP pattern
The CDP–CEP Architecture Decision: Three Patterns, Three Different Bets - Part 1
Activation inside the CDP, the CDP inside the CEP, or best-of-breed apart: three ways to wire customer data and engagement, and what each choice really implies.
Weekly MarTech Signals That Matter to Me: Part 6, Week 23
Marketo brings MCP to the MAP layer, Iterable ships the unglamorous fundamentals, Mailchimp complicates its own strategic signal
Zero-Copy Engagement: When the Warehouse Becomes the Campaign Brain
Zero-copy activation is not just a new integration pattern. It is a signal that customer engagement architecture is moving closer to the data warehouse