Industry Insights

Industry Insights

The $25 Billion Question Nobody on Your Customer’s Leadership Team Can Answer

In October 2025, McKinsey published Rewiring martech: From cost center to growth engine, drawn from a survey of more than 200 senior marketing and technology leaders at Fortune 500 companies and in-depth interviews with over 50 CMOs. The headline finding, reported widely in Fortune and elsewhere, asked a question that should have been routine: what is the ROI of…

Read More The $25 Billion Question Nobody on Your Customer’s Leadership Team Can Answer
Uncategorized | Industry Insights

April 2026: The Agentic Pivot Becomes Category Strategy.

A monthly synthesis of signals across the watchlist. Vendors named where the record is public. Customer lists are not. 1: Category Movement April was the month the agentic positioning shift moved from vendor-by-vendor messaging to a category-wide strategic posture. The dominant move came from Adobe, which used Summit 2026 in Las Vegas (April 20–22) to rebrand Adobe Experience Cloud…

Read More April 2026: The Agentic Pivot Becomes Category Strategy.