The Engagement Fabric
An operating architecture for governed customer context, decisioning, orchestration and learning across channels.
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Original positions, practical architecture models and critical analysis for leaders shaping enterprise MarTech. Published when there is something distinct and useful to add.
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Independent analysis, architecture models and positions.
13 analyses
The Context Fantasy
AbstractWhy enterprises cannot own complete customer context, how agent context differs from customer-operational context, and what disciplined context architecture requires.
Read analysisThe Architecture of Member Understanding
AbstractWhy superannuation funds, mutuals, insurers and other member institutions need a formal customer technology architecture for relationship stewardship.
Read analysisYour MarTech stack is not your operating model
AbstractWhy a platform inventory cannot explain how customer work is governed, coordinated and improved across an enterprise.
Read analysisRationalise capabilities before platforms
AbstractA capability-led approach to reducing MarTech cost and complexity without removing controls, context or customer value the enterprise still needs.
Read analysisReplatforming starts before platform selection
AbstractWhy implementation readiness depends on decisions about ownership, data, controls and change capacity before an enterprise selects replacement technology.
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