Blog AI Update Tags Projects Who is Jonaz

Jonaz Kumlander

Practical writing on martech architecture, CRM and AI — from a CTO who still ships code.

Start here: the data-debt trilogy

Three essays on why revenue stacks decay, whose job it is to stop it, and what AI changes.

The CRM Data-Debt Spiral
How good teams end up with data nobody trusts, one rational decision at a time.
The Missing Role
Why nobody owns the revenue stack's architecture in mid-market companies, and what the role actually does.
AI Amplifies Your Data Quality
Why a twenty-year-old problem suddenly got much more expensive.

Published on
September 25, 2026
AI Amplifies Your Data Quality
essay AI CRM martech architecture data
Everyone is adding AI to their CRM. Almost nobody has the data model to support it. The story of a rollout that died in three weeks, why that failure was the system working exactly as designed, and why the boring work has quietly become the highest-ROI AI investment most companies can make.
Read more →
Published on
August 22, 2026
The Missing Role in the Mid-Market Revenue Stack
essay CRM martech architecture ownership organisation
Marketing ops owns campaigns. Sales ops owns pipeline. IT owns infrastructure. But the layer connecting all of it — the data model, the integrations, the source of truth — belongs to nobody in most mid-market companies. This is not a competence problem. It is an org-design problem, and it is getting more expensive every year.
Read more →
Published on
July 7, 2026
The CRM Data-Debt Spiral
essay CRM martech architecture data AI
Technical debt gets all the attention. But the quieter killer in revenue organizations is CRM data debt — and it follows the same four-stage spiral almost every time. Here is how it works, why every stage feels rational, and how to break it without a re-platform.
Read more →