Your Martech stack isn’t broken — your mental model is.

In this episode, we sit down with Scott Brinker, Godfather of Martech, editor of Chief Marketing Technologist and VP of Platform Ecosystem at HubSpot, to unpack a reality most marketers miss:

The Martech explosion isn’t chaos — it’s the early stage of an AI-orchestrated system that’s about to collapse thousands of tools into workflows.

If you’re feeling crushed by:

An exploding Martech landscape, AI tools launching daily, integration hell, unused software, and pressure to “simplify”… this episode flips the narrative and shows why the winners won’t have fewer tools, they’ll have better orchestration.

Why the Martech Landscape Keeps Growing (and Why That’s Not the Real Problem)

The Shift From Tool Accumulation to Stack Orchestration

How AI Is Changing the Role of Marketers — Not Replacing Them

Why Integration Matters More Than Ever in an AI-Driven World

The Hidden Cost of Unused Software and Fragmented Data

How Smart Teams Are Simplifying Without Losing Capability

Where Agencies Can Create Massive Value as AI Integrators

What “Composable Martech” Really Means (Without the Buzzwords)

Martech landscape explained

AI in marketing operations

Marketing automation vs. orchestration

Composable Martech stacks

Platform ecosystems and integrations

AI agents and copilots in marketing

Tool sprawl and software waste

Operational efficiency in marketing teams

Future of Martech and AI

Marketing technology strategy for agencies

Data fragmentation and system silos

Human-in-the-loop AI workflows

How agencies can monetize AI implementation

The evolving role of the CMO

From execution to orchestration in marketing

If you’re a CMO, agency leader, or marketing operator struggling with an overcomplicated stack, unclear AI strategy, and tools that promise everything but deliver little — this episode will help you rethink Martech as a system, not a shopping list.

👉 Hit play to learn how to simplify your stack, use AI intelligently, and turn Martech complexity into a competitive advantage.

💼 https://www.linkedin.com/in/sjbrinker/

🌐 https://chiefmartec.com/

LinkedIn: https://www.linkedin.com/company/vendasta/

X: https://x.com/vendasta

Instagram: https://www.instagram.com/vendasta/

Thanks for listening! If you enjoyed this podcast… 💜

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ABOUT VENDASTA

Vendasta is an AI-powered customer acquisition and engagement platform that helps businesses get more customers—and keep them. Our platform unifies fragmented tools across marketing, sales, and operations, and uses AI assistants plus proprietary SMB data to automate busywork, streamline workflows, and amplify the humans on your team.

We help digital agencies, franchisors, and MSPs scale profitably, deliver better outcomes for local businesses, and grow long-term revenue with less manual effort.

👉 Transform Your Agency with Vendasta – Book a Demo

https://www.vendasta.com/request-demo/

In this episode, we sit down with Jeff Greenfield, CEO and co-founder of Provolytics, to rethink how we measure marketing in a world where clicks, last-touch, and GA4 can’t see the full picture.

If you’re tired of:

Google saying one thing, Meta saying another, numbers that never add up, and CFOs who don’t believe in branding or CTV... this episode will show you a new, impression-first, AI-powered way to measure what actually works.

Why Your Clicks and Dashboards Don’t Add Up

Impression-Based Measurement: The Metric That Actually Matches Reality

Why marketing doesn’t buy clicks

How AI Finally Solves Multi-Touch Attribution (Without Tracking Every User)

Finding the “Hidden Experiments” in Your Media Plan

Exactly Where to Scale—and Where to Cut Spend

How to use impression-level data and AI

A DIY Framework If You Don’t Have an Enterprise Measurement Stack

AI marketing measurement

Marketing attribution without cookies

Impression-based attribution vs. click-based attribution

Multi-touch attribution is broken

Incrementality & lift measurement

CTV advertising measurement (Connected TV)

Digital out-of-home & podcast ad measurement

Upper-funnel vs. lower-funnel budgeting

Branding ROI and financial impact

How to prove marketing to your CFO

Google Analytics 4 (GA4) limitations

Full-funnel marketing mix optimization

Micro-experiments in your media plan

AI for media mix modeling & budget allocation

How to measure brand campaigns and awareness

Performance marketing vs. brand marketing

Future of marketing analytics in a privacy-first world

If you’re a CMO, performance marketer, or agency leader who’s drowning in conflicting dashboards, over-spending on bottom-of-funnel clicks, and struggling to prove the value of brand and CTV, this episode will show you a practical, AI-powered path out of the chaos.

👉 Hit play to learn how to move beyond clicks, unify your metrics, and get more revenue from the same marketing budget.

CONNECT WITH JEFF GREENFIELD (Provolytics)

💼 linkedin.com/in/jeffgreenfield

🌐 provalytics.com

LinkedIn: https://www.linkedin.com/company/vendasta/

X: https://x.com/vendasta

Instagram: https://www.instagram.com/vendasta/

Thanks for listening! If you enjoyed this podcast… 💜

💬 Leave a review on Apple Podcasts

https://podcasts.apple.com/ca/podcast

...

🟢 Leave a rating on Spotify

https://open.spotify.com/show/0KWXAOn

...

About Vendasta

Vendasta is an AI-powered customer acquisition and engagement platform that helps businesses get more customers—and keep them. Our platform unifies fragmented tools across marketing, sales, and operations, and uses AI assistants plus proprietary SMB data to automate busywork, streamline workflows, and amplify the humans on your team.

We help digital agencies, franchisors, and MSPs scale profitably, deliver better outcomes for local businesses, and grow long-term revenue with less manual effort.

👉 Transform Your Agency with Vendasta – Book a Demo

https://www.vendasta.com/request-demo/

In this episode, we sit down with Frans Riemersma, Martech legend, co-author of the Martech Landscape, and one of the sharpest thinkers on AI, composability, and the future of services to break down the new AI Agency Model that is quietly redefining how agencies build, deliver, and scale their work.

Frans explains why we’re entering the golden age for agencies, not because of more tools, but because AI is turning services into software, unlocking product-level margins for businesses that previously sold labor.

Why Agencies Are Entering a Golden Age

How AI shifts work from human execution → human orchestration, and why agencies with standardized knowledge stand to benefit the most.

Service-as-a-Software: The Model Behind 80% Margins

Why AI is unleashing a new category next to SaaS and how agencies can package expertise into repeatable, scalable, automatable outcomes.

Where a 10-Person Agency Should Start

How to find your highest-value, most-repeatable outcomes, follow the money, and turn them into automations and AI-powered products.

The Biggest Pitfall: Building Tools Before Testing

Why most agencies create tech they never use and Frans’ “Hack → Pack → Stack” method for validating before investing.

Composability, Atomization & The New Martech Stack

Why the future isn’t mega-suites or tool sprawl, it’s small, composable “Lego block” tools that integrate cleanly and keep your stack lean.

The 12% Rule

How top performers identify the tiny percentage of features and tools that drive 80% of customer value and cut everything else.

The Skills That Matter in the AI Era

Why the differentiator isn’t technical mastery anymore, it’s customer obsession, storytelling, distribution, and discovering viable ideas.

AI Agency Model

Service-as-a-Software

80% Margin Framework

AI-Powered Delivery Systems

Standardizing Agency Knowledge

Hack → Pack → Stack Method

Composability & Martech Architecture

Atomization of Tools & Labor

AI Agents & Autonomous Workflows

Productized Services for Agencies

Lead Mining & Lead Intelligence Automation

Customer-Centric Innovation

Feature Bloat & Decommissioning Strategy

Future-Proof Agency Skills

AI + Services Convergence

Distribution & Community Moats

If you want your agency to escape the 20% margin trap, and build AI-powered services that scale like software, hit play.

🌐 https://www.martechtribe.com/

💼 https://www.linkedin.com/in/fransriemersma/

YouTube: https://www.youtube.com/channel/UCooW1kDrMUb1EORhDbmciOw

LinkedIn: https://www.linkedin.com/company/vendasta/

X: https://x.com/vendasta

Instagram: https://www.instagram.com/vendasta/

Thanks for listening! If you enjoyed this podcast… 💜

💬 Leave a review on Apple Podcasts

https://podcasts.apple.com/ca/podcast...

🟢 Leave a rating on Spotify

https://open.spotify.com/show/0KWXAOn...

Vendasta

Vendasta is the leading AI software company for customer acquisition and engagement, helping businesses get more customers—and keep them. Our AI-powered platform unifies marketing, sales, and operational workflows, eliminating the need for fragmented tools and streamlining every stage of the customer journey. Powered by proprietary SMB data, intelligent automation, and AI assistants that handle repetitive tasks, Vendasta helps businesses attract, engage, and retain customers with unmatched efficiency.

Our solutions empower digital agencies, franchisors, and MSPs to scale operations, optimize campaigns, and drive long-term growth.

Transform Your Agency with Vendasta – Demo Available

https://www.vendasta.com/request-demo/