Martech · CRM · AI
Practical writing on martech architecture, CRM and AI.
From a CTO who still ships code. Essays on data models, integration sprawl and who actually owns the revenue stack.
The Data-Debt trilogy
3 essays · read in order- 01 · July 2026The CRM Data-Debt SpiralTechnical debt gets all the attention. The quieter killer in revenue organisations is CRM data debt, and it follows the same four-stage spiral almost every time.
- 02 · August 2026The Missing RoleMarketing ops owns campaigns. Sales ops owns pipeline. IT owns infrastructure. The layer connecting all of it belongs to nobody.
- 03 · September 2026AI Amplifies Your Data QualityEveryone 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.
Latest essays
All writing →The trilogy above is the newest work. Earlier writing on AI and CRM is in the archive.