What Is a Customer Decision?
The Customer Decisioning Primer for Executives, Part 1: The Unit of Decisioning
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The Hub and the Swarm: The Decisioning Fork After MoEngage-Aampe
The market is asking whether the agents work. I asked both founders what the humans do next.
Should the Categories Blur?
Snowflake's fifth Modern Marketing Data Stack report sorts the market into thirteen boxes while documenting every force dissolving them.
Conway's Law: Why Your MarTech Stack Looks Like Your Org Chart
A 1968 observation about software teams explains why your Multi-Million Dollar MarTech stack still can't agree on who the customer is.
The Arbitration Vacuum
Customer decisioning’s oldest problem is returning in new clothes: when multiple AI agents compete for the same customer moment.
How to Read a Decisioning Demo
Five questions that separate a genuine decisioning capability from a journey orchestration tool wearing a costume.
The Customer Decisioning Guild Is Open
The community of practice that should have always existed for customer decisioning is now public. Here is what it is, what it isn't, and why it matters.
Adobe Called It CX Enterprise. Salesforce Called It Agentforce. They are Both Describing the Same Takeover.
When the platform starts making decisions instead of executing them, the question of who owns your brand's intelligence stops being theoretical.
Every Discipline Has a Community. Customer Decisioning Doesn't.
While MarTech forums, CX summits, and vendor ecosystems multiply, the practitioners doing the hardest work in customer engagement have nowhere to think together.
Why Most Customer Decisioning Projects Fail
The ambition is bold, the budgets are large, and the technology is more capable than ever. So why do so many customer decisioning initiatives collapse before they ever reach the customer?