Field Notes
Lessons from the trenches. No frameworks I haven't shipped, no advice I haven't tested.
I've led 30 CRM rollouts. Here's what separates the ones that stick.
Every Salesforce implementation has the same pitch deck. The difference between a CRM that becomes the system of record and one that quietly dies in adoption isn't the technology — it's what gets decided in the first six weeks. Here's the pattern.
The MarTech Maturity Matrix
Where your stack actually is, vs. where leadership thinks it is.
Building AI that ships
Dreamforce 2025 · Why most enterprise AI never leaves the notebook.
Real-time personalization is mostly a lie
What "real-time" actually means in 90% of enterprise MarTech stacks — and the small handful of cases where it matters.
From running campaigns to building the systems behind them
The career pivot nobody talks about. How I went from campaign manager to MarTech architect — and why every marketer should consider it.
5 things every MarTech leader gets wrong about Agentforce
A short list, written after my third "wait, Agentforce can't actually do that" conversation this month.