🎛️ Why don't vendors give us a tool to measure the only thing that matters?

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What, exactly, is a 'full-stack marketer?'

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Apr 22, 2025

Martech vendors have a tool to measure everything, except the one thing that matters: Impact. That’s why we keep optimizing campaigns for attribution, which Mike Maynard brilliantly describes as “the adult marketers’ equivalent of the childhood ‘you touched it last’ argument.” Mike examines why we’ve been stuck with attribution and why vendors can get rich if they add impact metrics to their products.

AI implementations are going on everywhere, but having the tech perfectly integrated and available is only part of what you need for success. The other part is changing your personal and organizational thinking. Melissa Reeve tells you how to make that happen.

Constantine von Hoffman
Managing Editor

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What they're saying

“All I want to see is a simple “incrementality test” button in martech tools measuring ROI — a simple way to test the impact of running a campaign versus not running it. It would give us the data to tell whether campaigns are delivering results that help our organization achieve its goals.” – Mike Maynard in Why don’t martech vendors provide a tool for the metric that matters? “Across boardrooms worldwide, executives focus on implementing AI — but often overlook a more profound truth: no technology can succeed without a shift in mindset. The hardware and software may arrive overnight, but upgrading how we think takes much longer.” – Melissa Reeve in Why mindset, not just tech, defines AI success in marketing.