Insights — Vision, clarity and connection.
In a digital world that changes by the day – sometimes by the minute – we offer perspective on what is happening and what it means for our clients and their customers, to help leaders turn uncertainty into opportunity.
October 8, 2025
AI Didn’t Create Your Slop Problem
AI didn’t create your slop problem. It just made it obvious. So let AI help fix it.
September 30, 2025
How to Balance Quick AI Wins with Long-Term Growth
September 15, 2025
Signs Your GenAI May Be Siloed (and What to Do About It)
Fragmented AI efforts create blind spots and increase risk.
September 11, 2025
Is Your GenAI Implementation Compliance-Ready?
Trust requires compliance. Compliance requires planning.
September 8, 2025
Quick GenAI Wins for Financial Services
How to get to market fast with a strategic and impactful “beacon” initiative.
September 1, 2025
5 Questions Every Financial Services Marketer Must Ask About GenAI
July 24, 2025
In GenAI, Smaller Is Better – and Smarter
The most effective enterprise AI strategies aren’t chasing the biggest models – they’re built around smaller, well-instructed systems (small language models or SLMs) that amplify what your business already does best.
July 24, 2025
Escaping Pilot Purgatory: The Right Way to Incorporate AI into Your Business
Moving from test-and-learns to meaningful results.
July 24, 2025
Beyond Efficiency: Driving Growth with GenAI
How LLMs can help build new revenue streams.
June 16, 2025
Aligning Strategy, Technology and Market Growth – with AI
AI can keep your digital transformation on track – integrating silos and connecting disciplines.
April 10, 2025
“Our data is crap!” and everything else we heard at the 2025 Forrester B2B Summit
Driverless taxis were on the roads—and uncertainty was in the air.
March 10, 2025
Automation Is Easy. Differentiation Is Hard.
If AI is creating your content, who’s looking out for your brand?
February 18, 2025
You’ve Been Thinking About Content the Wrong Way
Content atomization shouldn’t be an afterthought. Make it part of your strategic content planning.
January 28, 2025
Beyond “Hi, [Name]”: It’s Time for Meaningful Personalization in B2B
Customers want it and the technology exists. So why aren’t more B2B marketers delivering personalized messages and content?
January 13, 2025
Navigate Turbulence with Composability and Modular MarTech
Agility, modularity and scalability are strategic imperatives when it comes to marketing technology and digital engagement practices.
December 10, 2024
Account-Based Experience: Bringing the Power of ABM to the Full Customer Journey
ABX combines rich account intelligence, compelling narratives and authentic emotion.
December 10, 2024
What Roles Should a B2B Chief Marketing Officer Fulfill?
B2B CMOs wear many hats. Here's how to pick the right ones.
November 20, 2024
Change the Way You Respond to Change
A CMO’s blueprint for achievable – and repeatable – transformation.
October 1, 2024
Chances Are Your Website Has a Governance Problem
Are there too many content cooks in your digital kitchen?
September 5, 2024
Brand Experience: The Key to Customer Loyalty and Business Growth
How to drive better outcomes for customers – and deliver more value to your business.
July 18, 2024
AI and Marketing: Cutting Through the Fog of Hype
AI will inevitably be a significant part of the CMO’s job. So, CMOs need to participate — not just read about it — to remain competitive.
July 18, 2024
What’s Your Theory of Growth?
(And why everyone in your marketing organization needs to know the answer.)
April 2, 2024
Trusting Your Creative Instincts and Learning to Embrace AI
Where generative AI is good - and not so good - for creative concepting.
February 29, 2024
Elements of a Great Creative Brief
It makes choices and tells a story – and inspires.
February 20, 2024
How Peer-to-Peer Marketing Can Turbocharge Your B2B Efforts
Industry leaders can serve as B2B influencers, generating referrals for you simply by being a user of your product. Is your company maximizing its P2P potential?
January 15, 2024
A Short Guide to Long Text
Best practices for improving the reader experience of long-form content.
December 18, 2023
If You’re Seeking Alignment, Consider A Stakeholder Advisory Group
The more ambitious a project, the greater the risk that misalignment among stakeholders will derail the effort, especially among large, complex organizations. The VShift solution? Stakeholder advisory groups.
December 4, 2023
VShift’s Trends for Driving Growth in 2024
What are the top trends go-to-market leaders should keep their eye on in 2024? CEO Al Collins shares VShift's top takeaways and recommended approach.
November 30, 2023
Composability: The Key to Solving Digital Transformation Challenges
August 17, 2023
Why B2B CMOs should invest in ‘Marketing Marketing’
B2B organizations are prone to undervalue marketing—leading to misalignment and missed opportunities.
July 10, 2023
Seeking Enterprise-Wide Digital Transformation? Think Small
A successful beacon project can light the way for a more extensive effort.
June 5, 2023
Don’t Ditch Your DXP – Complement It
Moving to composable technology doesn’t mean pulling the plug on legacy platforms.
April 24, 2023
Brand Trust in the Age of AI: Advice for the CMO
What if your branded AI chatbot turns out to have a mind of its own?
March 20, 2023
The First Rule of Design Handoff Is ... There Is No Design Handoff
Successful digital initiatives require continual collaboration between UX designers and front-end developers.
February 21, 2023
Navigating the New Uncertainty
To thrive in transformational times, organizations must ramp up their market resilience and marketing focus.
November 16, 2022
Thriving in a Challenging Economy
Now is the time for businesses to streamline and focus – while also investing in people, processes and technology.
October 4, 2022
Fix Your Marketing–IT Misalignment
Misalignment stifles innovation, adds time and cost and creates needless hurdles for businesses and customers. Here’s how to fix it.
September 13, 2022
Assess Your Organization’s Compose-Ability
Is your business ready to benefit from a decoupled, composable architecture?
July 19, 2022
Composability Now: The Critical Role of Orchestration
Checking in on the state of decoupled technology.
June 9, 2022
Prioritizing the Digital Healthcare Experience
Infrastructure investment, technology advances and the pandemic are transforming expectations for digital health.
April 21, 2022
The Composable Advantage: Watch the Webinar
Organizations are scaling operations and unlocking value – while shrinking timelines and costs. See how.
April 19, 2022
Change Is Inevitable. What Does that Mean for Your Brand?
The what, when, why and how of a brand refresh.
March 7, 2022
In Ukraine, a Vision of ESG’s Potential
The massive corporate response to Russia’s invasion shows what ESG can be.
February 8, 2022
“Silicon Valley Can Launch a Website in a Day. Why Does It Take My Company a Year?”
Enterprise-scale businesses need a fast, reliable way to roll out critical digital initiatives. Get up to speed on modern web technologies and the proven modular approach.
December 14, 2021
ABM changes the game – if you can make it work
Account-based marketing bolsters client relationships and drives ROI – and comes with a unique set of challenges.
November 12, 2021
The Advantages of a Product Management Approach
Satisfying users and staying ahead of competitors requires a product-driven mindset – especially in digital.
October 11, 2021
Operationalizing Resilience: Preparing Your Marketing Organization for Disruptions
Marketing must be prepared to respond to customer disruptions – and to overcome hurdles on the way to achieving that capability.
August 24, 2021
Operational Independence and the Modern MarTech Stack
For a business to be resilient, marketing needs autonomy over systems of customer engagement.
July 30, 2021
Disruption Response Planning and the Customer Perspective
To make your business more resilient, have your marketing organization prepare for disruptions to your customers.
July 12, 2021
Business Resilience and the CMO
Bouncing back from a disruption – with customers intact – is more than just an IT responsibility.
May 19, 2021
Delivering Accessibility
The state of the art in WCAG conformance: a discussion
October 23, 2020
COVID-19 Is a Stress Test of Your Digital Transformation Strategy
The extended disruption presents an opportunity for a digital self-diagnostic – and a catalyst for the next phase of strategic digital transformation.
June 11, 2020
Conscious decoupling: The future of web development
With a decoupled, component-based web architecture, your front end and your back end avoid unnecessary entanglements.
June 9, 2020
Most Digital Transformations Fall Short. Will Yours?
Taking the right approach, appropriately setting expectations and defining success metrics greatly increase your chances of a win.
June 9, 2020
It’s Time for Business Leaders to Embrace Enterprise Design
If you want your design overhaul to succeed, be inclusive, methodology-driven, prescriptive—and open-minded.
June 9, 2020
Rolling out a Global Website Presents a World of Challenges
Ten hard-earned lessons learned from deploying across continents and culture