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Notes from the forge.

Field notes, playbooks and points of view from senior operators — on marketing technology, marketing AI and the transformation work that quietly separates programmes that compound from programmes that stall.

All notes

3 notes

Field notes
14 May 2026
The Achilles heel of most AI programmes isn't the model
Why capability — not compute — is what quietly kills marketing AI in the enterprise.
8 min read→
Playbook
22 Apr 2026
A martech audit that pays for itself
The one-page instrument we use to surface duplicated spend, blind spots and integration debt inside a fortnight.
12 min read→
Point of view
30 Mar 2026
Human-in-the-loop isn't a hedge, it's the product
How senior operators keep AI accountable — and why that's the only version boards will fund twice.
6 min read→

Notes from the forge.

The Achilles heel of most AI programmes isn't the model

A martech audit that pays for itself

Human-in-the-loop isn't a hedge, it's the product