• From Campaigns to an Enterprise Operating Model: How Marketing in 2026 Is Organised Around Profit

    • February 24, 2026
    • Posted by: Dennis Nagelkerke
    • Category: International Growth & Strategy
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    Enterprise marketing operating model showing profit-driven marketing governance, KPI hierarchy and capital allocation structure in 2026

    In 2026, leading organisations reorganise marketing around profit instead of campaigns. This article explains how an enterprise operating model connects capital allocation, KPI hierarchy, AI governance and decision architecture to create structural value and predictable economic performance in modern marketing organisations.

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  • AI as an Assistant, Not as a Strategy: Structural AI in Marketing

    • February 10, 2026
    • Posted by: Dennis Nagelkerke
    • Categories: International Growth & Strategy, Marketing Automation
    No Comments
    AI as an assistant in marketing architecture supporting segmentation forecasting automation and profit driven marketing decisions

    Many organizations present AI as strategy, while it is only a tool. This article explains how AI should be structurally embedded within marketing architecture to support segmentation, forecasting, automation and profit-driven decision making instead of replacing strategic direction.

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