TMW #212 | Wednesday Martech Briefing

Feb 5, 2025

Welcome to The Martech Weekly, where every week I review some of the most interesting ideas, research, and latest news. I look to where the industry is going and what you should be paying attention to.

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Reframing AI efficiency, data warehouses are thriving, no immunity from platform risk

Here’s the week in Martech: 

  • Reframing AI efficiency: AI isn’t just reducing costs.
  • Data warehouses are thriving: Snowflake and Databricks are making big moves. 
  • No immunity from platform risk: Google cripples HubSpot's SEO strategy.
  • Everything else: COPE, more action on fake reviews, the digital maturity gap, and more.

 👇 Heres everything you’ve missed in marketing and tech this week.


📰 Latest Developments

Reframing AI efficiency. Sitecore announced last week that XM Cloud – its AI-powered CMS solution – is the fastest-growing platform in the company's history. Yes, you read that correctly: An established CMS grew 100% in revenue in 2024. As part of Sitecore's announcement of its strong performance, the company called out a case study with The Tile Shop, which enabled the company to deploy "experiences that help customers realize home décor ideas – up to 25% faster." On the surface, that case study is about how Sitecore's AI-powered copilots and workflows can improve efficiency for web teams. But the subtext here is that this efficiency actually opens up more time to build new experiences, leading to more experimentation and more impact. Martech vendors are missing a trick by not explicitly linking AI-powered efficiency to business outcomes (increased revenue, higher CLV etc.). CFOs love to see "increased revenue" as an outcome on business cases; marketers that can reframe AI efficiency improvements as expanding revenue will have a much better chance of getting sign-off. Link


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Stay Curious,

Keanu Taylor

Make sense of marketing technology.

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Want to share something interesting or be featured in The Martech Weekly? Drop me a line at juan@themartechweekly.com.

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