Markets are not just collections of companies. They are decision fields. A company’s competitive position is not just a function...

There is an entire industry built on guessing. Marketing services. Brand consultancy. Conversion optimisation. Strategic advisory. Customer experience design. The...

Software vocabulary can be extremely confusing - the difference between functional and non-functional testing is a great example. The phrase “non-functional...

Every enterprise software category started as something nobody had a name for. CRM did not exist as a category until...

Every brand has a website that shows every visitor approximately the same thing. There may be some segmentation. There may...

Every enterprise has a conversion problem. A writing problem. A strategy problem. An ABM problem. A market intelligence problem. Most...

Most enterprise software vendors sell tools. A few sell platforms. Almost none sell architectures. TMX Group sells an architecture. The...

Every CRM in production today operates on between twenty and eighty customer attributes. Mothership operates on 211. That gap —...

Every enterprise has a customer data warehouse worth £20-200m of accumulated investment. Almost none of those data warehouses produce decisions....

Most software is built to handle data. A small number of companies build software to handle decisions. A vanishingly small...