Thoughts and rants from a veteran Martech contractor and interviews with my peers.

Vibe Coding Martech

The iceberg under the demo

An investor's AI contest landed in my inbox the same week the UK government published an open letter to business leaders about AI cyber threats. Read together, they describe the same reality from opposite ends. And they leave a gap most boards aren't going to notice in time.

Last week two things crossed my ~~desk~~ screen that, on the face of it, had nothing to do with each other.

The first was an email from an investor running an internal AI contest across six of their portfolio companies, one of which I used to work with. The framing was good, and I was happy to see this development. They were asking employees (and somehow former contractors like me) to record a two-minute screen capture of an AI workflow they'd started using. A 15-minute task done faster. A draft response written in half the time. You get the idea.

state of martech

The readiness thread inside the State of Martech 2026

Scott and Frans handed us value engineering and context engineering, both useful. The thread they didn't have time to pull is what your team has to actually become to operate any of it. Picking it up here, with a navy metaphor and the bit of the IKEA Billie story nobody talks about.

Like many of you, I watched the State of Martech 2026 keynote on MartechDay this past Tuesday. Around the forty-minute mark, Scott Brinker made a passing remark about MarOps careers.

AI is not taking over this work.

Quite the opposite.

As a result of AI, there is so much work to be done.

Frans Riemersma nodded. They both clearly believe it, and so do I. The line had no follow-up. A 55-minute keynote can only do so much, and the organizational implications of value engineering and context engineering were always going to be a thread to pick up rather than

Vibe Coding Martech

Comprehension is where the value lives now

Production used to prove competence. AI broke that chain. The same break is happening to martech stacks, and the fix isn’t more tooling.

So, before we sit down and enjoy MartechDay 2026, let's take a moment to reflect on the Hypertail situation as described in the State of Martech 2025, where companies are starting to leverage AI to build production solutions to fill the gap left by off-the-shelf Martech.

"The rise of low-code/no-code platforms over the past 5-10 years has steadily changed that equation, making it easier, faster, and cheaper to build, giving rise to “citizen developers” who could increasingly scratch their own itch by creating lightweight apps and automations." Source: State of Martech 2025 (page 6) by **Chiefmartec.com**

A scale-up

Martech Development

What Martech development services actually means in 2026

Most Martech development services in 2026 answer the wrong question. Here's what precision builds on top of your existing stack actually look like.

Last month a CMO emailed me a screenshot. It was a Google search for "Martech development services" and she had circled three of the top results in red pen. (Digital pen, on a screenshot. I know. Oh, the irony) Her question was a single line.

"Which one of these am I supposed to approach?"

None of them, as it turned out. But I understood why she was asking. When you Google that phrase right now, you get agencies pitching campaign microsites, systems integrators quoting discovery phases, and vendor-certified partners offering to configure the Salesforce or HubSpot or Braze stack you

state of martech

The pilgrimage to MartechDay, and what I’m actually watching for

Brinker and Riemersma drop the State of Martech 2026 report on May 5. One week to form your own view before the social feed fills with hot takes. Three things I’m watching for: the maturity gap, what AI is doing to roles in the middle of the org chart, and whether the composable canvas is real.

There’s a sequence in Star Wars’ Andor where the pilgrims walk to the Eye of Aldhani. Once a decade, a meteor storm lights up the sky above a remote plateau. The faithful trek for days, sleep on rocks, and look up. It’s beautiful. It’s also, in the show, the perfect cover for a heist. Everyone’s distracted by the lights.

I keep thinking about that scene as May 5 approaches.

That’s when Scott Brinker and Frans Riemersma debut the State of Martech 2026 report and the updated 2026 Marketing Technology Landscape on MartechDay. It’s the

Discover Martech

Discovering Martech is like getting lost in London

Even after 20 years in Martech, I recently felt lost. With 15,000 tools and constant change, the problem isn’t access to information, it’s knowing what actually matters. This piece explores why teams struggle to navigate Martech, and where decisions really break down.

I’ve been doing this work for close to twenty years now.

Helping companies make sense of their data and marketing technology, guiding selections, fixing what doesn’t work, occasionally building something in between. It’s been a fairly consistent thread.

And recently… I found myself staring at it all thinking:

“I’m not entirely sure where I’d start anymore.”

That’s not something I say lightly.

It has been half a year since the State of Martech 2026 edition was published. It included a staggering 15,000+ tools.

Fifteen thousand.

At that point, it stops being a catalogue.

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