"If you empower your team to make their own decisions, they're just more motivated—and that drives great outcomes." - Adrian Rohr

In this episode of Making Sense of Martech, we sit down with Adrian Rohr, VP of Marketing CRM at Fabletics, to uncover how one of the world’s leading activewear brands is redefining customer engagement in-house with AI-powered CRM and omnichannel personalization.

This conversation is a must-listen for marketing leaders curious about AI orchestration, CRM transformation, and building high-performing in-house teams.

Highlights

Discover how Fabletics built a proprietary tech stack that powers everything from supply chain to marketing execution.

Learn why Adrian believes AI content generation — not send-time optimization — is the real performance driver.

Understand the competitive advantage of running your team entirely in-house with speed, flexibility, and institutional knowledge.

Discover how the team leverages 250+ data points daily to drive personalization at scale.

Hear Adrian’s take on the future of lifecycle marketing and why marketers will soon become “AI shepherds.”

Episode Breakdown

04:54 — How “Silicon Valley meets Fashion Avenue” defines Fabletics’ tech-first DNA

07:00 — Replacing fragmented CRM tools with a unified, AI-powered orchestration platform

10:20 — Inside Fabletics’ team structure and culture of empowerment

17:00 — Why Fabletics keeps everything in-house: speed, control, and deep domain knowledge

25:30 — The future of AI in CRM: 1:1 personalization, omnichannel orchestration, and enterprise-scale platforms

31:50 — Optimizing subject lines with AI—plus where human oversight still matters

36:50 — Clean data, empowered teams, and advice for brands struggling to scale

39:50 — Looking ahead: AI shepherds, org chart shifts, and the need for a true “connecting platform”

Key Takeaways

AI is transforming content generation more than send-time optimization, driving significant gains for triggers and transactional messaging. Fabletics' speed, ownership, and flexibility allow campaigns to pivot instantly. Data hygiene and a centralized tech stack eliminate silos, creating an actual omnichannel experience. Over the next 1-3 years, marketers will transition from being manual executors to AI shepherds.

Subscribe to Making Sense of Martech wherever you get your podcasts. Leave a review, share with your team, and send us your questions and confessions. We may feature you in an upcoming episode!

“We see the future of digital experiences as living — personalized and self-improving 24/7.” - Josh Payne

In this episode, Jacqueline Freedman puts Josh Payne in The Hot Seat to unpack “living interfaces,” AI-driven experimentation, and what agentic marketing really looks like in practice. 

Josh shares lessons from collaborating with OpenAI, why most CRO tests fail, and where generative engine optimization (GEO) is headed next. 

We delve into enterprise realities, including privacy and governance, avoiding spaghetti code, and what a “living interface” entails.

Highlights

• Discover how “living interfaces” adapt websites in real time to lift conversion and usability.
• Learn a practical framework for automating ~90% of the CRO workflow with agents.
• Understand when to start with global experiments vs. personalization to reduce data-privacy friction.
• Explore the rise of generative engine optimization (GEO) and why it will rival SEO in influence.
• Adopt guardrails: define measurable evals, keep specs specific, and stay model-agnostic for compliance.
• Hear what enterprises actually need from vendors: context, integration, and disciplined measurement.

Timestamps

03:50 - What “living interfaces” are and how they create real-time, self-improving digital experiences

04:57 - Partnering with OpenAI: visual grounding, UI generation, and early access to models

11:25 - Why most CRO tests fail—and how AI agents flip the economics of experimentation

14:50 - What “agent marketing” means: automating workflows and scaling high-leverage loops

17:45 - Common AI pitfalls and why clear goals, specs, and evals matter

24:20 - Navigating privacy concerns and model choices in enterprise AI

27:30 - How Josh filters the AI noise and stays sharp

Subscribe to Making Sense of Martech wherever you get your podcasts. Leave a review, share with your team, and send us your questions. We may feature you in an upcoming episode.

In this episode of Office Hours, Jacqueline Freedman and Juan Mendoza unpack the overwhelming success of their podcast launch, share details about the upcoming Martech World Forum London 2025, and dive into AI adoption, vendor dependency, and the evolving world of customer data platforms (CDPs).

Highlights

Podcast launch success & what’s next: global reach, sponsorship buzz, and better audio quality coming January 2025

Martech World Forum London 2025: key speakers, VIP dinner, and how to network with enterprise leaders

• Vendor partnerships: the dark side of over-reliance
• Generative AI’s harsh reality check (only 5% of deployments succeed)
• The future of CDP pricing models
• Hot takes: Pepsi’s $57M AI ad vs Wendy’s viral comeback
• Lessons from the field: failed CDPs, misfired campaigns, and confessions

Key Takeaways

• AI hype vs reality: start with small, measurable pilots.
• Vendor partnerships should empower, not entrap.
• Treat customer data like a valuable asset: maintain, enrich, and activate.
• CDP pricing is shifting toward enriched profiles and behaviour triggers.
• Fast, authentic engagement often outperforms big-budget AI campaigns

Timestamps & Highlights

00:00 - Podcast Launch Success

02:11 - MarTech World Forum London 2025

03:32 - Vendor partnerships: necessary evil or obstacle?

14:46 - Generative AI reality check

24:29 - CDP pricing evolution

32:03 - Hot take: Pepsi's $57M AI campaign vs Wendy's $9 clapback

35:17 - Pawan Verma on customer decisioning 

38:03 - Question of the Week

40:51 - Confession Corner 

Why You Should Listen

• If you’re an enterprise marketing leader or Martech practitioner, this episode will give you:
• Insider knowledge on 2025 Martech strategies
• Real-world AI lessons with measurable ROI
• Advice on avoiding vendor lock-in
• A sneak peek at the Martech World Forum 2025

Ways to Connect

• Subscribe to the podcast: Making Sense of Martech
• Join the conversation: LinkedIn – Juan Mendoza | LinkedIn – Jacqueline Freedman
• Register for Martech World Forum 2025: Event Info & Tickets

Submit your confession or question for the next episode: Submit Here

“Design thinking isn’t just about aesthetics - it’s about solving the right problems with empathy.” - Eric Miao In this episode of Making Sense of Martech, Jacqueline Freedman sits down with Eric Miao, Chief Strategy Officer at Attentive, to unpack the future of messaging with the rollout of RCS (Rich Communication Services) in the U.S. Together, they explore how RCS is poised to transform mobile messaging into an interactive, commerce-driven channel that merges personalization, AI, and trust at scale. If you’re a marketing leader, mobile strategist, or just curious whether SMS is really dead, this episode will reshape how you think about messaging.

Highlights

• Discover why RCS is being called the “next generation of messaging” and what makes it fundamentally different from SMS.

• Learn how brands like Spanx are utilizing RCS to achieve substantial increases in engagement and revenue.

• Understand the role of AI in enabling true one-to-one personalization at scale through messaging.

• Explore how RCS could disrupt customer service, identity management, and even AdTech as we know it.

• Hear predictions on adoption hurdles, carrier dynamics, and how marketers can avoid making RCS “the next noisy channel.

Timestamps

• 2:16 – What RCS is and why it matters for marketers

• 3:22 – Game-changing features: rich media, carousels, and interactive replies

• 5:39 – How AI and personalization elevate RCS campaigns

• 7:42 – Case study: Spanx’s 200% revenue lift with RCS

• 10:34 – Which industries are best positioned for RCS adoption

• 14:06 – Adoption hurdles: carriers, Google, Apple, and rollout challenges

• 19:18 – Preventing RCS from becoming “the next noisy channel”

• 23:22 – Global adoption and identity: privacy, phone numbers, and what endures

• 28:15 – Navigating privacy regulations, personalization, and zero-party data

• 38:04 – The future of SMS: fallback, governance, and avoiding bad actors

Subscribe to Making Sense of Martech wherever you get your podcasts. Leave a review, share with your team, and send us your questions, we may feature you in an upcoming episode.

"The most important conversations about your career are happening when you're not in the room." - Jessica Vogol

In this episode of Making Sense of Martech, host Jacqueline Freedman speaks with Jessica Vogol, former CMO of OfferFit, acquired by Braze, and marketing leader at Movable Ink. Jessica brings a practical lens to hot-button topics in marketing like AI, personalization, and vendor hype.

They dive into what real personalization means today, why marketers should be skeptical of vague AI claims, and how to build high-impact teams without chasing every new tool.

Whether you're in marketing ops, ABM, or leading a team through Martech transformation, this conversation delivers insight without the fluff.

• Why intent data and “agentic AI” may be overhyped

• How to define personalization in a way that actually matters

• What it takes to evolve testing beyond A/B

• How to lead teams that are AI-fluent, not just tool-obsessed

• Where the Martech landscape is headed next

• 00:00 – Intro: Who is Jessica Vogol?

• 00:46 – Rapid Fire: First marketing tool, overrated tech, and ABM

• 02:50 – What “real personalization” looks like in 2025

• 04:12 – AI in marketing: Red flags and realities

• 05:39 – The risk of generic AI-driven content

• 09:52 – Is A/B testing dead? Why decisioning wins

• 18:29 – Hiring for AI fluency & strategic focus

• 23:20 – Martech consolidation: What’s coming

• 25:32 – Final thoughts and guest recommendations

Subscribe to Making Sense of Martech wherever you get your podcasts. Leave a review, share with your team, and send us your questions—we may feature you in an upcoming episode. 

"The secret is you don't let the old man in." - Sam Allen, quoting Clint Eastwood

In his first official interview as CEO of Iterable, Sam Allen joins host Jacqueline Freedman for an unfiltered conversation on leadership, AI, and the future of marketing technology. 

Drawing on lessons from the Marine Corps and Salesforce, Sam shares his philosophy of servant leadership, why AI should act as a marketer’s co-pilot, and how companies can move beyond “vendor” status to become trusted advisors. He also reveals his strategic vision for Iterable’s future and what CMOs must do to stay relevant in today’s fast-changing Martech landscape. 

If you’re a marketing leader navigating AI disruption, growth, or organizational change, this episode is for you.

Highlights

• How servant leadership and radical transparency build resilient teams.

• Why AI should empower marketers as a co-pilot, not a replacement.

• The strategic vision behind Sam Allen’s move to Iterable.

• How to win the AI talent war by prioritizing culture.

• Practical steps to strengthen marketing and sales alignment.

• Why Martech stack consolidation is key for long-term growth.

Timestamps

• 00:00 – Introduction & Guest Welcome

• 00:43 – Rapid Fire Questions

• 03:42 – Leadership & Personal Insights from the Marine Corps

• 05:33 – Transition to CEO of Iterable

• 09:24 – AI & Innovation at Iterable (Nova)

• 14:11 – Ethics & the AI Talent War

• 18:04 – Moving Beyond Vendor Status with Customer Relationships

• 20:02 – Navigating Budget Constraints

• 21:07 – Standing Out in a Competitive Market

• 22:33 – Personal Insights & Martial Arts

• 23:04 – The Future of Marketing Technology

• 25:13 – Ethical Considerations in AI

• 32:31 – Advice for CMOs & Marketing Leaders

• 37:23 – Podcast Recommendations & Closing Remarks

Subscribe to Making Sense of Martech wherever you get your podcasts. Leave a review, share with your team, and send us your questions, we may feature you in an upcoming episode.

Martech is in upheaval: welcome to your must-listen podcast to understand the current state of the Martech industry. 

In this Office Hours episode, hosts Jacqueline Freedman and Juan Mendoza dig into the corporate shakeups, shifting power dynamics, and AI debates that are reshaping the industry. 

From Yotpo abruptly shutting down its email arm before the holidays, to Litmus layoffs after acquisition, to Amplitude dethroning Adobe in the latest Forrester Wave, no corner of Martech feels stable. The duo also questions whether analyst firms like Gartner still matter and get "spicy" debating if AI is a powerful copilot or dangerous crutch for marketers. If you're a Martech leader, marketing ops pro, or exec marketing technology bets, this episode gives you the no-BS insights you need to stay ahead. 

Highlights

• Why Yotpo's exit and Litmus layoffs signal deeper risks in Martech.
• How to spot an "overripe Avocado" company and avoid relying on one.
• What Amplitudes's rise means for Adobe and the future of Analytics. 
• Why analyst firms may be losing relevance in an age of distributed authority. 
• The risks and rewards of AI: augmentation vs. outsourcing your thinking.

Timestamps

• 01:19 - Trouble in Email Land: Yotpo shuts down its email business and Litmus faces layoffs after acquisition. 
• 07:15 - The overripe Avocado Theory: How to spot when tech companies are past their prime.
• 09:36 - Analytics Shake-Up: Amplitude rises in Forrester's Wave, Adobe loses ground, and the future of analytics suites. 
• 15:11 - Analyst Firms in Question: Gartner's origins, warning influence, and whether traditional authority still matters.
• 23:50 - The AI Debate: Is GenAI a helpful copilot or a "drug dealer" strategy that erodes critical thinking?
• 30:21 - Subscriber Q&A: Ben from Teachable asks about AI's impact on future marketing leadership. 

Subscribe to Making Sense of Martech wherever you get your podcasts. Leave a review, share with your team, and send us your questions - we may feature them in an upcoming episode. 

Are you overwhelmed by the ever-changing world of marketing technology? Searching for clarity, insight, and insider knowledge?

Welcome to Making Sense of Martech, the official podcast from The Martech Weekly, hosted by Juan Mendoza and Jacqueline Freedman.

Each week, we break down the tools, strategies, and trends shaping the future of marketing. You’ll hear candid conversations with top industry leaders in The Hot Seat, and get practical answers to real-world challenges in our Office Hours format. 

What to expect every Wednesday:

• The Hot Seat: Jacqueline interviews leaders at the forefront of Martech, surfacing unfiltered insights and deep analysis on the biggest shifts in the space.
• Office Hours: Juan and Jacqueline tackle the latest news in our industry and questions from our subscribers.

This show delivers the same trusted research and clarity you’ve come to expect from The Martech Weekly. It’s designed to cut through the noise, save you time, and help you lead with confidence.

Subscribe wherever you get your podcasts to stay ahead of the curve—and don’t be shy. We’d love your feedback or ideas for what to cover next.

Links & Resources:

• The Martech Weekly Website: https://themartechweekly.com/
• The Martech Weekly on LinkedIn: https://www.linkedin.com/company/the-martech-weekly/

From third-party to first-party: Building a better data foundation

What do you think of when I say “tech start-up?” Those words probably conjure up thoughts of a small team working out of the founder’s garage somewhere in Palo Alto, Sunnyvale, or Cupertino. The reason that image springs to mind is because that is how a bunch of the biggest and most influential tech companies started out over the years. But who started this trend?

Well, it’s not a plucky start-up anymore, but the answer is Hewlett Packard. Way back in 1939, Bill Hewlett and David Packard founded HP in a one-car garage at 367 Addison Avenue, Palo Alto, which is now adorned with a plaque reading: The Birthplace of Silicon Valley. A lot has changed since then: Far from their fledgling days when they produced audio oscillators (which Disney used to test the sound equipment for the movie ‘Fantasia’!), HP is now a multinational IT mainstay.

The original HP split into two companies in 2015: Hewlett Packard Enterprise for enterprise products and services, and HP Inc for its personal computer and printer business. The split between its B2B and B2C customers was reflected in its data architecture. Like many legacy businesses, HP found itself in a situation where it had separate platforms and data stores for commercial and consumer data managed by a plethora of different stakeholders, leading to a severely siloed data landscape.

Over the last few years, HP has overcome these challenges by bringing together its fractured data landscape into a modern, composable data architecture befitting its history as the origin of the Silicon Valley mythology. To understand how HP went about this transformation, The Martech Weekly sat down with Kumar Ram, Global Head of Marketing Data Sciences, and Luis Alonzo, Head of Customer Data Strategy and Engineering. 

Kumar and Luis’s responses have been edited for clarity and congruency.

Welcome to our very first TMW case study! Kicking off this series, we’re featuring Rappi, the Latin American super-app that connects consumers with merchants that sell a wide variety of products, and drivers that can bring those products to their doorstep. The three-sided business is not only a logistical challenge, but also a Martech challenge.

Rappi’s array of marketing campaigns and offers, driven by a sophisticated deep-linking strategy, is crucial to its success. It did, however, lead to the need for an impossibly large amount of QA to ensure the successful delivery of customer experience workflows, ensuring that would-be customers don’t fall off their buying journey at any point, from clicking on an ad through to landing in the app and making a purchase.

Leading the Martech and Adtech practice at Rappi is Satya Ramachandran, who brings over 12 years of Martech experience to the table, having previously worked as a data engineer building distributed databases. 

In this case study, we’ll walk through how Satya not only scaled the Martech QA process using computer vision and robots, but turned QA into a profit-driving initiative with champions throughout the business, rather than just a cost center.

Satya’s responses have been edited for clarity and congruency.

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