The bus factor in your marketing stack — and why the bill always arrives at the worst possible moment. There is one person at your company who can fix the campaign that breaks on Black Friday. Have you met them? Do you know if they are happy? Most marketing leaders cannot answer that question. The ones who can usually answer it too fast, with a name and a nervous laugh. Here is a better test. Ask your team what happens to your abandoned-cart journey if the person who built it

What Marketing Teams Can Learn from NASA's Greatest Rescue Mission By Sue Murray "Houston, we've had a problem." Those five words instantly transformed Apollo 13 from a routine lunar mission into one of the greatest operational challenges in history. In an instant, the mission changed from landing on the Moon to simply getting three astronauts home alive. The Apollo 13 rescue event isn't a story about perfect execution; it's a story about operational excellence under pressur

What the Transcontinental Railroad Can Teach Us About Martech Implementations By: Sue Murray Imagine telling the private & public investors in 1869 that you’ve spent millions of dollars and six years building America's first Transcontinental Railroad, and you plan to run only one train each week. They would have thought you were crazy. Yet organizations do the equivalent every day. They invest millions implementing Adobe, Braze, or Salesforce Marketing Cloud and then use onl