Real Story on Martech

Some martech vendors are “zombies” — drifting through the market on legacy code, outdated R&D, or dwindling venture cash. Hosts Jarrod Gingras and Tony Byrne of the Real Story Group teach us how to spot the undead in your stack, from legacy vendors coasting on maintenance fees to AI startups masking decline behind funding rounds. 

In this episode:

What’s a “zombie vendor” in MarTech?
A zombie vendor is a technology provider that’s not fully dead — but definitely not alive either. These companies often coast on old technology, legacy maintenance fees, or venture cash rather than true innovation. They may appear stable, but their products stagnate, R&D fades, and support dwindles.

Why should marketers and digital leaders care about zombie vendors?
Zombie vendors drain time, resources, and morale. Teams stuck maintaining outdated platforms lose focus and enthusiasm. Bugs go unresolved, integrations break, and innovation stalls — slowing down the rest of your stack. The longer you ignore a zombie, the more it infects your ecosystem.

Where did the term “zombie vendor” come from?
The phrase traces back to the dot-com crash. Forbes’ article The Undead (2002) profiled enterprise vendors that had raised IPO cash before the crash — enough to stagger forward for years despite failing business models. The Real Story Group now sees a new wave of undead vendors emerging across the modern MarTech landscape.

How do you know if your vendor is a zombie?
Look for these warning signs:

1. Declining new licenses or market traction
2. Canceled user conferences or reduced customer engagement
3. Staff cuts, especially in product development
4. Higher-than-average churn among customers
5. Poor integrations with modern systems
6. Analyst firms still rating them highly despite client frustration (“zombie pumping”)

What are the main types of zombie vendors?

1. Legacy Zombies – Older vendors living off maintenance revenue, minimal innovation, and captive customers (common in email marketing, DAM, CMS).
2. SaaS Zombies – Newer, VC-backed vendors cutting expenses and shrinking quietly while appearing alive thanks to cloud infrastructure and funding rounds.

What happens to zombie platforms?
Many end up in roll-up “senior homes” like OpenText, Upland, or Verint. These firms acquire aging tools, offer light maintenance and bundled “solution suites,” and sunset products over time. Customers get limited updates but little innovation.

How can MarTech leaders respond to a zombie vendor?
You don’t have to flee immediately — but you do need a replacement plan.

• Edge tools: Maintain support short-term while you innovate elsewhere.
• Core platforms: Actively plan migration. Never license a zombie platform anew.
• Do due diligence: Assess vendor health before renewing or buying.

What’s the bigger lesson for digital leaders?A “zombie” in your stack can quietly kill innovation. Use stack health assessments to identify weak links. Real Story Group recommends auditing your platforms regularly, verifying product roadmaps, and talking to peers — not just analysts — about real customer experiences.

How can Real Story Group help?
The Real Story Group offers stack health assessments that pinpoint vendors at risk and guide you toward modern, future-proof solutions. Reach out for a checkup call to see where zombies may be lurking in your stack.

Visit https://www.realstorygroup.com for more resources.



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Real Story Group founder Tony Byrne and managing director Jarrod Gingras share the biggest career killers and kudos for MarTech leaders, based on decades of advising enterprise teams.

What career mistakes should MarTech leaders avoid?
They warn against aligning too closely with a single vendor, relying too much on platform expertise, and treating data teams as “the help.” Each of these can stall your growth and limit future opportunities.

How can MarTech leaders grow their careers?
Focus on building domain expertise, partner closely with data teams, lead on omnichannel strategy, and strengthen peer networks. These actions create durable career advantages and lasting influence.

Is AI the ultimate career changer?
Not yet. Jarrod and Tony caution that chasing AI hype too early can distract from foundational skills and leadership opportunities that matter more today.

Who should listen?
Any current or aspiring MarTech leader who wants practical career advice, real-world examples, and insights on how to succeed in a changing landscape.

What is Real Story Group?
Real Story Group, led by Tony Byrne and Jarrod Gingras, offers research-driven advice and consulting services to enterprise Marketing and Digital teams. The company helps MarTech and Digital leaders make more effective and timely decisions for the future of their stack, while hosting an exclusive MarTech Leadership Council for peer networking and sharing. Known for its fierce independence, Real Story Group (RSG) works only with technology buyers and never with vendors.


Learn more at https://www.realstorygroup.com

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Jarrod Gingras and Tony Byrne break down the four phases of Digital Asset Management (DAM)—from chaotic file storage to AI-powered predictive content platforms. Whether you're just getting your DAM off the ground or exploring advanced omnichannel content strategies, this episode offers a practical framework to help you understand where you are in your DAM journey—and where you need to go next. 

In this episode:

• Introduction to Digital Asset Management (DAM)
• Understanding the DAM System and Its Evolution
• The Four Phases of DAM: A Maturity Model
• Phase 1.0: The Standalone Library 
• Phase 2.0: DAM as a Connected MarTech Service
• Phase 3.0: The Rise of Omnichannel Content Platforms
• Phase 4.0: Predictive Content Platforms and Future Trends

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Jarrod and Tony share real-world lessons from enterprise Martech leaders—covering what’s working (and what’s not) across key areas like customer data, personalization, content supply chains, stack modernization, AI, and organizational models. Based on years of conversations inside their vendor-free Martech Leadership Council, this is a grounded look at how top enterprises are tackling today’s Martech challenges.

In this episode:

• Understanding Martech Leaders and Their Challenges
• The Importance of Customer Data
• Personalization: The Evergreen Challenge
• Content Supply Chains and Their Evolution
• Agency Engagement and In-House Capabilities
• The Future of Omnichannel Content Management
• AI's Role in Content Strategy
• Martech Stack Modernization
• Organizational Models in Martech
• Key Lessons and Future Directions

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Jarrod and Tony explore why major analyst firms often mislead enterprise tech buyers—by favoring big vendors, recycling outdated ideas, and creating hype-driven, nonsensical categories. Drawing from decades of experience on the buyer’s side of the table, they break down the conflicts of interest baked into the analyst model, then explain how enterprise MarTech leaders can cut through the noise, and make smarter decisions.

In this episode:

• Flaws of Traditional IT Analysts
• The Unique Approach of Real Story Group
• Influence of Analyst Firms on Buyers
• Risks of Following Analyst Recommendations
• Ethical Conflicts in Analyst Relationships
• Empowering Buyers in a Rigged System

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Choosing the right MarTech platform is one of the most critical — and most commonly botched — decisions enterprise teams face. Real Story Group’s Jarrod Gingras and Tony Byrne break down the “good” practices that lead to successful outcomes, the “bad” habits that derail teams, and the truly “ugly” missteps that can doom a project before implementation even begins. From building a solid business case and conducting test-based evaluations to avoiding bloated spreadsheets and vendor manipulation, this episode is packed with real-world examples, practical tips, and expert insights. 

In this episode:

• Introduction to MarTech Platform Selection
• The Good: Successful Technology Selections
• The Bad: Common Pitfalls in Selection
• The Ugly: Worst Case Scenarios
• Conclusion and Next Steps

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Is headless architecture enough in today’s complex, AI-fueled marketing landscape? Hosts Jarrod Gingras and Tony Byrne introduce the provocative concept of “legless” architecture—a strategic shift that goes beyond decoupling content from channels to redefining the foundation of your entire Martech stack. They break down how enterprises are moving from bloated, channel-specific tools to leaner, more scalable engagement layers powered by three core pillars: omnichannel content, data, and decisioning. In this episode, learn what it takes to build a future-ready stack. 

In this episode:

• The Shift from Headless to Legless in MarTech
• Understanding the Legless Architecture
• Building the Foundation: Content, Data, and Decisions
• The Future of MarTech: Embracing AI and Omnichannel Strategies

For additional information, visit realstorygroup.com



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In this debut episode, hosts Jarrod Gingras and Tony Byrne of Real Story Group tackle a pervasive problem in the martech industry: vendor bullying. Drawing from over two decades of experience, they unpack the high-pressure tactics some vendors use—from fear-based sales and contract traps to backchanneling and undermining decision-makers. Through real-world examples and actionable advice, Jarrod and Tony explore how buyers can recognize bullying behavior, stand their ground, and make smarter, more empowered technology decisions. Whether you're deep in vendor selection or managing an existing martech stack, this episode arms you with tools to protect your team and your budget.

In this episode:

• Introduction to Vendor Bullying in MarTech
• Defining Vendor Bullying
• The Sales Process and Vendor Tactics
• The Impact of Vendor Bullying
• Recognizing Common Bullying Tactics
• Strategies to Combat Vendor Bullying
• Conclusion and Call to Action

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This no-BS podcast cuts through the hype to bring you the “real” stories behind marketing technology. Enterprise advisors Tony Byrne and Jarrod Gingras of Real Story Group share hard-won lessons, sharp insights, and candid takes from the buyer’s side of the table. From vendor bullying and the pitfalls of “headless” platforms to smart selection strategies and tech stacks that actually deliver, nothing’s off-limits.

If you’re tired of vendor spin and craving unfiltered advice, you’ve come to the right place. With over 20 years of experience helping global brands navigate the ever-changing Martech landscape, Tony and Jarrod demystify and de-hype marketing technology. Listen to “Real Story on Martech” to learn how the best stacks really work, which vendors to avoid, and how to become your firm’s next MarTech hero.

Listen to “Real Story on Martech” beginning April 30 on your favorite podcast apps, YouTube and realstorygroup.com.



For more information, visit https://www.realstorygroup.com

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