Kris Melville's Articles on Martech Zone
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AI That Works: Why Revenue Context Transforms MarTech Adoption
On paper, your marketing technology stack is impressive – CRM, MAP, CDP, and a touch of AI. But in practice, AI prompts go unnoticed and forecasts swing wildly without warning. MarTech practitioners are still exporting data to spreadsheets to see the funnel clearly. It’s not for a lack of tools — it’s caused mainly by a lack of trust. And…
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Yesterday’s CRM Can’t Win Today: How Top Teams Run Revenue
The average company is hemorrhaging over $2 trillion annually due to revenue leak. BCG The enterprise pipeline is leaking opportunities at every stage. This is primarily due to missed forecasts, poor handoffs, and stalled deals — and it’s happening in plain sight. This isn’t a people problem. It’s a system failure driven by outdated CRMs and siloed processes. Marketing, sales,…
