3 posts
Flat budgets and noisy reporting are pushing B2B teams to prune low-signal channels and reinvest in measurement and creative. Here is the framework for deciding what to cut and where the freed budget should go.
Composable martech returned in 2026, but the real product isn't the app logos — it's the connective layer underneath: APIs, event buses, webhooks, and emerging standards like MCP. Here's what marketing ops teams must actually own.
Most B2B ideal customer profiles are bloated wishlists that dilute targeting and spend. Here is how disciplined teams rebuild the ICP from closed-won data and explicit disqualifiers to concentrate go-to-market effort where it actually wins.