MarTech vendors face an 8.6% annual churn rate despite AI expansion. Scott Brinker, VP of Platform Ecosystem at HubSpot and founder of chiefmartec.com, explains how AI disruption is reshaping vendor strategies and market dynamics. He discusses context engineering as the evolution beyond prompt engineering, the shift from deterministic to adaptive AI workflows, and why 2026 will be defined by AI-empowered customers taking control of their buying journeys rather than following traditional marketing funnels.

See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Marketing technology stacks are expanding faster than teams can manage them. Scott Brinker, VP of Platform Ecosystem at HubSpot and founder of chiefmartec.com, explains how 5,384 martech tools now exist despite 8.6% vendor churn. He discusses context engineering as the evolution beyond prompt engineering, combining structured workflows with LLM capabilities for data analysis and customer service automation. Brinker predicts 2026 will shift power to AI-enabled buyers who bypass traditional sales funnels using agentic browsers for pricing analysis and product research.

See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Marketing technology strategy faces unprecedented complexity as AI transforms customer behavior. Scott Brinker, VP of Platform Ecosystem at HubSpot and founder of chiefmartec.com, explains how 2026 will shift power from marketers to AI-empowered buyers. He covers context engineering as the evolution beyond prompt engineering, combining deterministic workflows with adaptive LLM capabilities for better data analysis and customer service automation. Brinker predicts orchestration platforms will emerge to manage the chaos as every employee becomes a software developer through AI tools.

See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

MarTech faces an 8.6% vendor churn rate despite AI expansion. Scott Brinker, VP of Platform Ecosystem at HubSpot and founder of chiefmartec.com, shares insights on navigating the evolving landscape where AI didn't consolidate MarTech but fragmented it further. He discusses context engineering as the evolution beyond prompt engineering, combining deterministic workflows with LLM capabilities for better data analysis and customer service automation. Brinker predicts 2026 will shift focus from AI for marketers to AI for customers, fundamentally disrupting traditional sales playbooks as buyers gain information asymmetry through agentic browsers and AI assistants.

See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

MarTech stack complexity is exploding despite consolidation predictions. Scott Brinker, VP of Platform Ecosystem at HubSpot and founder of chiefmartec.com, reveals why AI added 1,200 new vendors while eliminating just as many in 2025. He explains how agentic AI is shifting power from marketers to customers, breaking traditional sales playbooks as buyers use AI agents to research pricing and bypass controlled journeys. Brinker outlines context engineering as the evolution beyond prompt engineering, requiring marketers to bundle instructions, data access, and tool permissions for effective AI deployment.

See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

AI personalization crosses the line when customers can't understand why they're receiving specific treatments. Kathryn Rathje, Partner at McKinsey, explains how marketers often expose too much data instead of focusing on relevance. She discusses the value exchange principle for ethical personalization and why context matters more than data volume. The conversation covers dynamic billboard targeting, spectrum-based personalization approaches, and avoiding the "mad libs of data" trap that makes AI-driven outreach feel invasive rather than helpful.

See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Marketing leadership faces a critical skills gap in data-driven strategy execution. Kathryn Rathje, Partner at McKinsey's Growth, Marketing & Sales Practice, specializes in sustainable growth transformations for consumer brands. She discusses combining quantitative analytics with creative marketing approaches to deliver personalized customer value. The conversation covers data-driven marketing evolution since 2009 and frameworks for making marketing a strategic champion within organizations.

See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Marketing leaders are falling into shiny object syndrome instead of building systematic growth strategies. Kathryn Rathje, Partner at McKinsey's Growth, Marketing & Sales Practice, explains how to escape the pilot trap that's plaguing marketing organizations. She outlines a framework for rewiring marketing functions around data and AI fundamentals, distinguishes between one-way and two-way strategic decisions, and shares McKinsey's approach to creating scalable personalization workflows that drive measurable business value.

See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Marketing leadership struggles to bridge analytical and creative capabilities. Kathryn Rathje, partner at McKinsey's Growth, Marketing & Sales Practice, specializes in data-driven marketing transformations for consumer brands. She outlines how organizations can integrate quantitative analytics with creative strategy to deliver personalized customer value. The discussion covers practical frameworks for combining left-brain data analysis with right-brain creative execution to drive sustainable growth.

See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Marketing's leadership gap is widening across Fortune 500 companies. Kathryn Rathje, partner at McKinsey, reveals why only 66% of Fortune 500 companies retained CMOs last year and how marketing budgets dropped to 7.7% of revenue. She explains how CMOs can rebuild credibility by aligning metrics with CEO priorities, establishing clear ROI definitions with CFOs, and implementing full-funnel marketing measurement systems that connect brand investments to revenue outcomes.

See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.