Emarsys

The average Mexican buyer consults approximately 3.7 channels before making a purchase, yet most brands still operate as if the journey happens in a single channel. Walk into most retail organizations, and you will find out exactly why. A digital team chasing online conversion. A store team protecting in-store revenue. A logistics function trying to hit its own targets. Everyone is optimizing for their own channel while the customer moves freely across all of them. I talked with ► Pierre-Claude BLAISE on #EcommerceRockstars by Asociación Mexicana de Venta Online "AMVO" about this and what I keep seeing in the brands getting this right: 🔹One person who owns the full customer lifecycle, with KPIs tied to retention and LTV, not channel performance. 🔹A single customer profile every team reads from, not five systems with five different versions of the same person. 🔹Compensation tied to customer behavior, not channel behavior. Change this, and everything else follows. #HotSale2026 next week will be a stress test for brands, because peak events do not create the gaps; they just make them impossible to hide. Tune in to the full conversation to go deeper on this before it starts: 🎧Spotify: https://hubs.ly/Q04gH_k_0 ▶️YouTube: https://hubs.ly/Q04gHCPd0 #AMVO #eCommerceRockstars #HotSale #SAP #CustomerExperience

Good to be back at the RevOps and Enablement London meetup yesterday. What kept hitting me through the evening: more Sales Support folks are now framing their work as part of one connected revenue system, not a siloed function. The boundary between enablement, ops, and frontline execution is fading fast 🏃♂️➡️ AI is the real equaliser. It's forcing a GTM engineering mindset into roles that historically sat disconnected downstream of strategy, and the people leaning into that shift are gaining some serious leverage. Great to catch up with some familiar faces yesterday Wikus du Rand , Veronika M. , Dan Wetton and Gill. Great co-hosting with Edoardo Romani Looking forward to the next one 🗓️

Excited to see the London RevOps and Enablement community tomorrow after work. The venue is already at capacity, so comment or dm me if you would like to join but haven’t registered yet ⬇️ Edoardo Romani and I are looking forward to many familiar faces 👋 Here are some of my top of mind topics these days: - enabling field teams on product releases as the pace of innovation increases - regular audit framework for applied AI usecases across GTM tasks See you soon. Revenue Operations Alliance Sales Enablement Collective

For the first few years of my career, every Monday morning I analysed over 200 product lines. Sales performance. Stock levels. Pricing against competitors. Then I'd make adjustments and feed decisions up the chain. It was manual, slow, and imperfect. What it wasn't, was pointless. All of that analysis was the input to real commercial decisions. Decisions that had to be made by someone who understood context, not just data. Who knew the supplier was under pressure. That the promotion had been planned six months ago and the market had moved. That the stock sitting in the warehouse was going to be a problem in three weeks. Later, I invested time in creating a standardised set of reports to replace the different versions each team was running manually. Removed hours of wasted effort. Eliminated errors. Improved consistency. That was efficiency. It was worth doing. But it wasn't strategy. The strategy was what happened with the time and attention that got freed up. If you create the efficiency and stop there, you've just made the spreadsheet faster. You haven't built anything. The most dangerous framing in AI right now is treating efficiency as the destination. It's not the destination. It's what you do to create the space. Most AI strategies don't have an answer for what goes in that space. They need one.

If you're in Orlando at SAP Sapphire 2026... missing this session would be a major bogey.🏌️♂️ Kelsey Jones and Mark Shannon are unpacking how the PGA European Tour rebuilt their engagement foundation from the ground up and what's possible when AI is actually part of the game plan. 📍 Teeing up scale: AI-enabled fan engagement with the PGA European Tour 🗓️ Wednesday, May 13 | 10:30 AM Grab your spot 👉 https://bit.ly/4wnn4fz #SAPSapphire2026 #SAPGetSocial

Well this is going to be fun… and super useful. As AWS Summit week hits Sydney, Matthew Gray and James Ford are in town for a curated Postman x Amazon Web Services (AWS) session focused on where APIs and AI are creating real enterprise opportunity across ANZ. Expect practical conversations, a look at how Postman + AWS are helping enterprises simplify the chaos, without the boring demos or corporate theatre. And a fun midweek drinks - I’ll be there, let’s catch up 🍻. Save your spot, I promise it will be a goodie! https://lnkd.in/g5mvKNeF

Earlier in my career, we tried to simplify a technology stack and made everything more complicated. We were consolidating two parts of a business onto a single platform. One of those teams had their own system. One they'd built, understood, and trusted. We had a newer application on the other side. The logical move was to consolidate and remove the legacy one. We couldn't bring that team with us. They pushed back hard. We hadn't managed to show them clearly enough what the alternative looked like for them, what they'd gain, not just what they'd lose. So we made the pragmatic call. We kept both systems running. It made the entire process more complicated. The workaround became the problem. I've watched the same pattern in nearly every AI deployment I've been close to since. The technology decision gets made on paper: substitution, simplification, consolidation. The human adoption doesn't get designed for. And then the unofficial workaround appears and quietly makes everything worse. You can replace a system without winning a single person over. But you can't get the benefit of that replacement without them. That's not a people problem. It's a sequencing problem.

Hamburg, here I come! 🙌 OMR is always a highlight — I love the energy of the event and this year I get to host a masterclass alongside two brands doing really interesting work right now: s.Oliver Group and Müller Holding GmbH & Co. KG. The question they’re answering isn’t new, but the stakes have never been higher — how do you deliver seamless, personalized, real-time experiences across every channel, consistently, and at scale? Talking about it is one thing. Building the capability to execute it is another. We’ll be getting into the detail of how both companies are using SAP Engagement Cloud and AI-driven engagement to close that gap. We’ll explore how to: → turn data into real-time action → automate intelligently across the customer journey → and build loyalty through consistent, relevant interactions What makes this session different: real-world use cases and practical insights you can apply immediately. 📍 Masterclass: How To Scale Personalized Customer Engagement and Loyalty with AI May 5 | 12:00–13:00 I📌 Track 04 Register now: https://lnkd.in/dRayN2fp If you're looking to take customer engagement and loyalty to the next level with AI — don’t miss it. Looking forward to the conversation. #OMR2026

After a brief hiatus to become a parent, I'm back at work and back on the conference trail attending my first #GoogleCloudNext . And it seems in my three months away, AI has taken the world even more by storm. It seems there is now an AI tool or solution for everything. But, it's also overwhelming and it's got me thinking about how marketers don’t need more tools - they need better execution. That’s why this SAP × Google Cloud announcement is such a milestone. Multi‑agent AI, grounded in trusted enterprise data and activated through SAP Engagement Cloud, enables marketing teams to execute faster, optimize continuously, and deliver more relevant customer experiences at scale. This is exactly how SAP Customer Experience helps turn intelligence into impact across the entire customer journey. I'm looking forward to some great content and making some great connections. Let me know if you'll also be in Las Vegas and let's connect! 👉 https://bit.ly/4sRpobQ #SAPGetSocial