Real Story on Martech

Real Story Group founder Tony Byrne and managing director Jarrod Gingras share the biggest career killers and kudos for MarTech leaders, based on decades of advising enterprise teams.What career mistakes should MarTech leaders avoid?They warn against aligning too closely with a single vendor, relying too much on platform expertise, and treating data teams as “the help.” Each of these can stall your growth and limit future opportunities.How can MarTech leaders grow their careers?Focus on building domain expertise, partner closely with data teams, lead on omnichannel strategy, and strengthen peer networks. These actions create durable career advantages and lasting influence.Is AI the ultimate career changer?Not yet. Jarrod and Tony caution that chasing AI hype too early can distract from foundational skills and leadership opportunities that matter more today.Who should listen?Any current or aspiring MarTech leader who wants practical career advice, real-world examples, and insights on how to succeed in a changing landscape.What is Real Story Group?Real Story Group, led by Tony Byrne and Jarrod Gingras, offers research-driven advice and consulting services to enterprise Marketing and Digital teams. The company helps MarTech and Digital leaders make more effective and timely decisions for the future of their stack, while hosting an exclusive MarTech Leadership Council for peer networking and sharing. Known for its fierce independence, Real Story Group (RSG) works only with technology buyers and never with vendors.Learn more at https://www.realstorygroup.com

Jarrod Gingras and Tony Byrne break down the four phases of Digital Asset Management (DAM)—from chaotic file storage to AI-powered predictive content platforms. Whether you're just getting your DAM off the ground or exploring advanced omnichannel content strategies, this episode offers a practical framework to help you understand where you are in your DAM journey—and where you need to go next. In this episode:Introduction to Digital Asset Management (DAM)Understanding the DAM System and Its EvolutionThe Four Phases of DAM: A Maturity ModelPhase 1.0: The Standalone Library Phase 2.0: DAM as a Connected MarTech ServicePhase 3.0: The Rise of Omnichannel Content PlatformsPhase 4.0: Predictive Content Platforms and Future Trends

Jarrod and Tony share real-world lessons from enterprise Martech leaders—covering what’s working (and what’s not) across key areas like customer data, personalization, content supply chains, stack modernization, AI, and organizational models. Based on years of conversations inside their vendor-free Martech Leadership Council, this is a grounded look at how top enterprises are tackling today’s Martech challenges.In this episode:Understanding Martech Leaders and Their ChallengesThe Importance of Customer DataPersonalization: The Evergreen ChallengeContent Supply Chains and Their EvolutionAgency Engagement and In-House CapabilitiesThe Future of Omnichannel Content ManagementAI's Role in Content StrategyMartech Stack ModernizationOrganizational Models in MartechKey Lessons and Future Directions

Jarrod and Tony explore why major analyst firms often mislead enterprise tech buyers—by favoring big vendors, recycling outdated ideas, and creating hype-driven, nonsensical categories. Drawing from decades of experience on the buyer’s side of the table, they break down the conflicts of interest baked into the analyst model, then explain how enterprise MarTech leaders can cut through the noise, and make smarter decisions.In this episode:Flaws of Traditional IT AnalystsThe Unique Approach of Real Story GroupInfluence of Analyst Firms on BuyersRisks of Following Analyst RecommendationsEthical Conflicts in Analyst RelationshipsEmpowering Buyers in a Rigged System

Choosing the right MarTech platform is one of the most critical — and most commonly botched — decisions enterprise teams face. Real Story Group’s Jarrod Gingras and Tony Byrne break down the “good” practices that lead to successful outcomes, the “bad” habits that derail teams, and the truly “ugly” missteps that can doom a project before implementation even begins. From building a solid business case and conducting test-based evaluations to avoiding bloated spreadsheets and vendor manipulation, this episode is packed with real-world examples, practical tips, and expert insights. In this episode:Introduction to MarTech Platform SelectionThe Good: Successful Technology SelectionsThe Bad: Common Pitfalls in SelectionThe Ugly: Worst Case ScenariosConclusion and Next StepsFor additional information, visit realstorygroup.com

Is headless architecture enough in today’s complex, AI-fueled marketing landscape? Hosts Jarrod Gingras and Tony Byrne introduce the provocative concept of “legless” architecture—a strategic shift that goes beyond decoupling content from channels to redefining the foundation of your entire Martech stack. They break down how enterprises are moving from bloated, channel-specific tools to leaner, more scalable engagement layers powered by three core pillars: omnichannel content, data, and decisioning. In this episode, learn what it takes to build a future-ready stack. In this episode:The Shift from Headless to Legless in MarTechUnderstanding the Legless ArchitectureBuilding the Foundation: Content, Data, and DecisionsThe Future of MarTech: Embracing AI and Omnichannel StrategiesFor additional information, visit realstorygroup.com

In this debut episode, hosts Jarrod Gingras and Tony Byrne of Real Story Group tackle a pervasive problem in the martech industry: vendor bullying. Drawing from over two decades of experience, they unpack the high-pressure tactics some vendors use—from fear-based sales and contract traps to backchanneling and undermining decision-makers. Through real-world examples and actionable advice, Jarrod and Tony explore how buyers can recognize bullying behavior, stand their ground, and make smarter, more empowered technology decisions. Whether you're deep in vendor selection or managing an existing martech stack, this episode arms you with tools to protect your team and your budget.In this episode:Introduction to Vendor Bullying in MarTechDefining Vendor BullyingThe Sales Process and Vendor TacticsThe Impact of Vendor BullyingRecognizing Common Bullying TacticsStrategies to Combat Vendor BullyingConclusion and Call to ActionFor additional information, visit realstorygroup.com

This no-BS podcast cuts through the hype to bring you the “real” stories behind marketing technology. Enterprise advisors Tony Byrne and Jarrod Gingras of Real Story Group share hard-won lessons, sharp insights, and candid takes from the buyer’s side of the table. From vendor bullying and the pitfalls of “headless” platforms to smart selection strategies and tech stacks that actually deliver, nothing’s off-limits.If you’re tired of vendor spin and craving unfiltered advice, you’ve come to the right place. With over 20 years of experience helping global brands navigate the ever-changing Martech landscape, Tony and Jarrod demystify and de-hype marketing technology. Listen to “Real Story on Martech” to learn how the best stacks really work, which vendors to avoid, and how to become your firm’s next MarTech hero.Listen to “Real Story on Martech” beginning April 30 on your favorite podcast apps, YouTube and realstorygroup.com.