Tony Byrne spent 25 years telling us not to trust futurists, because nobody holds them accountable. Then he wrote a book called MarTech 2030. So today, Jacqueline holds him to it.

Jacqueline and the founder of Real Story Group pressure-test the book's big claims. They cover why the average enterprise sits at MarTech 2.25, why outbound messaging could disappear as a category, and what a brand sees when a customer's agent comes shopping. Then Jacqueline asks the question Tony wrote into his own book: if composable won the debate, who actually won?

This is Part 1 of two. In Part 2, Tony answers who actually won, takes on Salesforce buying Braze, and gets into the build debate, your agencies, and which roles survive 2030.

Timestamps

02:07 — The Martech Eras Tour: where most enterprises sit
04:04 — The renewal to cancel tomorrow:
05:47 — Hottest take: outbound messaging goes away as a category
13:15 — What lifecycle cuts first, and what to tell your CFO
18:16 — Monique & Moni: agent sub-identities and what a brand actually sees
25:10 — 2030 for the mid-market: box sets over builds
30:20 — Tony says composable stacks won the debate. But who actually wins?

Sponsor

This episode is brought to you by Hightouch and Bloomreach.

Hightouch is an Agentic Marketing Platform that makes lifecycle marketing AI-first and warehouse-native. With Lifecycle Studio, Thumbtack, MoneyLion, and Fullspan Health cut campaign timelines from weeks across 6 to 10 teams to days, or even hours. Not sure what to make of all this acquisition news? Hightouch would love to talk. See what it can do at hightouch.com/msom.

Braze yourself, email marketers. Salesforce is buying Braze, and change might be coming whether you planned for it or not. The good news: you get to choose what comes next. Bloomreach helps retailers like American Eagle, Pandora, and Benefit Cosmetics win the inbox with Loomi, its intelligence layer. Loomi personalizes every email to each reader, sends it when they're most likely to open it, and can build entire campaigns from a single prompt. Email that feels one-to-one, at any scale. See it in action at bloomreach.com/msom.

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