of the United Kingdom’s capitol city.
Marketing teams today are under pressure.
They’re feeling pressure to do more: Heightened customer expectations require them to run more sophisticated and personalized campaigns at scale. Although 81% of CMOs see creativity as more important, many are struggling to advance creative initiatives due to budget constraints and ongoing pressure to perform.
They’re feeling pressure to be more: With consumers increasingly focusing on variety and value, winning (and keeping) brand loyalty is built upon one-to-one relationship building. As a result, marketers must think more strategically, and creatively, to resonate with consumers in more intimate ways through their preferred channels and touchpoints.
They’re feeling pressure to perform: Up to 88% of marketing leaders are responsible for meeting revenue goals. Despite many brands scaling back budgets (especially for brand-building campaigns and initiatives), measurable performance is central to success. Money may be tight and resources may be tighter, but marketing teams must hit their goals and prove their worth to leadership.
Marketers today are tasked to do everything and be everything, but the reality is most organizations are not structured to support these end goals. Bound by titles and assembly-line thinking, marketers are constrained by red tape and linear processes that force them to “stay on their lanes” and outside of creative control.
At Future Commerce, we believe that has to change if brands want to stand out to consumers and compete in an increasingly crowded market. The good news is, this change is already starting to happen.
The future of marketing is Positionless. It's fluid and dynamic. It’s real-time. And this new era is led by creative problem-solvers who are equally strategic thinkers and tactical doers.
In our latest season of Decoded, we step into a bold new era for marketing. With this five-part series, presented in partnership with Optimove, we’ll explore how marketing teams should think about their work and how they can win in today's chaotic and ever-changing landscape.
Episode 1 is now live. Subscribe to the Future Commerce podcast on Spotify or Apple Podcasts to get this episode and all others when they launch.
Inside the Positionless Era: 5 Key Takeaways
Make no mistake, “Positionless” isn’t just another catchy marketing term. It’s a philosophy, a call-to-arms to tackle the inefficiencies, bottlenecks, and rigid roles that keep teams from reaching their true potential. It's about moving at the speed of human intuition and reclaiming creativity, data, and execution into a single motion. Over the next five weeks, Optimove CEO Pini Yakuel will join Future Commerce Co-Founder and CEO to explore the ins and outs of Positionless marketing:
Episode 1: The Philosophy
What are the fundamentals of Positionless marketing? How can marketing teams truly free themselves to operate without waiting on handoffs from engineers or creatives or analysts?
This episode lays the foundation for a movement by unpacking the roots of this philosophy, and its evolution through technology and culture. Phillip chats with Pini about how Positionless is reshaping the way that brands engage with consumers.
Quotable moment: “Let’s look at the Renaissance man... the celebration of the wide gamut of human talent — that’s what this could be.”
– Pini Yakuel
Episode 2: The AI Quotient
Generative AI (GenAI) is amplifying human potential. Equal parts creative partner and analytical assistant, GenAI is empowering marketers to stretch beyond the boundaries of their roles and titles, which is ultimately making organizations (and in turn workflows) more agile.
During Episode 2, Phillip and Pini will decode the implications of GenAI’s ever-presence and how marketers can harness its power to become true MVPs for their organization.
Quotable moment: “Hire for attitude, not skill. New skills can always be acquired if you have the right mindset.”
– Pini Yakuel
Episode 3: The Exploration-Exploitation Dilemma
Author and data analyst Neil Hoyne joins the show to discuss how marketers can reach and resonate with shoppers at the speed of human intuition.
The reality is, most teams are built around internal structures rather than customer outcomes. Their behavioral rigidity, not technical limitations, is what holds them back.
Drawing from principles in Neil Hoyne’s book, Converted, the group discusses why shifting toward systems that favor adaptability, exploration, and proximity to the customer, is key. In fact, they argue that when roles become identities, organizations lose their flexibility. When rigidity is favored, brands get stuck in motion and cannot evolve to customers’ needs.
Quotable moment: “Marketing teams don’t just bake bread—they are bread. It’s not just what they do; it’s who they’ve become. So when the shift happens, when the customer wants cupcakes instead, they miss it entirely. Because they weren’t watching the customer. They were defending the bread.”
– Neil Hoyne
Episode 4: The Positionless Process
How can marketing teams free themselves from assembly-line bottlenecks and get back to the roots of great marketing? How can they embrace their intuition, their agility, and human creativity to authentically connect with consumers?
Phillip and Pini chat with Optimove’s VP of Product, Shai Frank, unpack how technology and ambition together can strip away organizational friction, empower self-sufficient marketers, and dramatically improve customer experience.
Quotable moment: “If you don’t create good customer experiences, people will leave. This isn’t a moral imperative—it’s survival.”
– Shai Frank
Episode 5: Making the Jump
The series concludes with an actionable discussion on how marketing teams can take the leap towards a Positionless future. We go from theory to reality by offering tactical tips and proven best practices from Optimove and its customers.
Stay tuned for some thought-provoking conversations over the next five weeks and prepare for the new era of marketing. Listen to the first episode of Decoded now.
Marketing teams today are under pressure.
They’re feeling pressure to do more: Heightened customer expectations require them to run more sophisticated and personalized campaigns at scale. Although 81% of CMOs see creativity as more important, many are struggling to advance creative initiatives due to budget constraints and ongoing pressure to perform.
They’re feeling pressure to be more: With consumers increasingly focusing on variety and value, winning (and keeping) brand loyalty is built upon one-to-one relationship building. As a result, marketers must think more strategically, and creatively, to resonate with consumers in more intimate ways through their preferred channels and touchpoints.
They’re feeling pressure to perform: Up to 88% of marketing leaders are responsible for meeting revenue goals. Despite many brands scaling back budgets (especially for brand-building campaigns and initiatives), measurable performance is central to success. Money may be tight and resources may be tighter, but marketing teams must hit their goals and prove their worth to leadership.
Marketers today are tasked to do everything and be everything, but the reality is most organizations are not structured to support these end goals. Bound by titles and assembly-line thinking, marketers are constrained by red tape and linear processes that force them to “stay on their lanes” and outside of creative control.
At Future Commerce, we believe that has to change if brands want to stand out to consumers and compete in an increasingly crowded market. The good news is, this change is already starting to happen.
The future of marketing is Positionless. It's fluid and dynamic. It’s real-time. And this new era is led by creative problem-solvers who are equally strategic thinkers and tactical doers.
In our latest season of Decoded, we step into a bold new era for marketing. With this five-part series, presented in partnership with Optimove, we’ll explore how marketing teams should think about their work and how they can win in today's chaotic and ever-changing landscape.
Episode 1 is now live. Subscribe to the Future Commerce podcast on Spotify or Apple Podcasts to get this episode and all others when they launch.
Inside the Positionless Era: 5 Key Takeaways
Make no mistake, “Positionless” isn’t just another catchy marketing term. It’s a philosophy, a call-to-arms to tackle the inefficiencies, bottlenecks, and rigid roles that keep teams from reaching their true potential. It's about moving at the speed of human intuition and reclaiming creativity, data, and execution into a single motion. Over the next five weeks, Optimove CEO Pini Yakuel will join Future Commerce Co-Founder and CEO to explore the ins and outs of Positionless marketing:
Episode 1: The Philosophy
What are the fundamentals of Positionless marketing? How can marketing teams truly free themselves to operate without waiting on handoffs from engineers or creatives or analysts?
This episode lays the foundation for a movement by unpacking the roots of this philosophy, and its evolution through technology and culture. Phillip chats with Pini about how Positionless is reshaping the way that brands engage with consumers.
Quotable moment: “Let’s look at the Renaissance man... the celebration of the wide gamut of human talent — that’s what this could be.”
– Pini Yakuel
Episode 2: The AI Quotient
Generative AI (GenAI) is amplifying human potential. Equal parts creative partner and analytical assistant, GenAI is empowering marketers to stretch beyond the boundaries of their roles and titles, which is ultimately making organizations (and in turn workflows) more agile.
During Episode 2, Phillip and Pini will decode the implications of GenAI’s ever-presence and how marketers can harness its power to become true MVPs for their organization.
Quotable moment: “Hire for attitude, not skill. New skills can always be acquired if you have the right mindset.”
– Pini Yakuel
Episode 3: The Exploration-Exploitation Dilemma
Author and data analyst Neil Hoyne joins the show to discuss how marketers can reach and resonate with shoppers at the speed of human intuition.
The reality is, most teams are built around internal structures rather than customer outcomes. Their behavioral rigidity, not technical limitations, is what holds them back.
Drawing from principles in Neil Hoyne’s book, Converted, the group discusses why shifting toward systems that favor adaptability, exploration, and proximity to the customer, is key. In fact, they argue that when roles become identities, organizations lose their flexibility. When rigidity is favored, brands get stuck in motion and cannot evolve to customers’ needs.
Quotable moment: “Marketing teams don’t just bake bread—they are bread. It’s not just what they do; it’s who they’ve become. So when the shift happens, when the customer wants cupcakes instead, they miss it entirely. Because they weren’t watching the customer. They were defending the bread.”
– Neil Hoyne
Episode 4: The Positionless Process
How can marketing teams free themselves from assembly-line bottlenecks and get back to the roots of great marketing? How can they embrace their intuition, their agility, and human creativity to authentically connect with consumers?
Phillip and Pini chat with Optimove’s VP of Product, Shai Frank, unpack how technology and ambition together can strip away organizational friction, empower self-sufficient marketers, and dramatically improve customer experience.
Quotable moment: “If you don’t create good customer experiences, people will leave. This isn’t a moral imperative—it’s survival.”
– Shai Frank
Episode 5: Making the Jump
The series concludes with an actionable discussion on how marketing teams can take the leap towards a Positionless future. We go from theory to reality by offering tactical tips and proven best practices from Optimove and its customers.
Stay tuned for some thought-provoking conversations over the next five weeks and prepare for the new era of marketing. Listen to the first episode of Decoded now.
Marketing teams today are under pressure.
They’re feeling pressure to do more: Heightened customer expectations require them to run more sophisticated and personalized campaigns at scale. Although 81% of CMOs see creativity as more important, many are struggling to advance creative initiatives due to budget constraints and ongoing pressure to perform.
They’re feeling pressure to be more: With consumers increasingly focusing on variety and value, winning (and keeping) brand loyalty is built upon one-to-one relationship building. As a result, marketers must think more strategically, and creatively, to resonate with consumers in more intimate ways through their preferred channels and touchpoints.
They’re feeling pressure to perform: Up to 88% of marketing leaders are responsible for meeting revenue goals. Despite many brands scaling back budgets (especially for brand-building campaigns and initiatives), measurable performance is central to success. Money may be tight and resources may be tighter, but marketing teams must hit their goals and prove their worth to leadership.
Marketers today are tasked to do everything and be everything, but the reality is most organizations are not structured to support these end goals. Bound by titles and assembly-line thinking, marketers are constrained by red tape and linear processes that force them to “stay on their lanes” and outside of creative control.
At Future Commerce, we believe that has to change if brands want to stand out to consumers and compete in an increasingly crowded market. The good news is, this change is already starting to happen.
The future of marketing is Positionless. It's fluid and dynamic. It’s real-time. And this new era is led by creative problem-solvers who are equally strategic thinkers and tactical doers.
In our latest season of Decoded, we step into a bold new era for marketing. With this five-part series, presented in partnership with Optimove, we’ll explore how marketing teams should think about their work and how they can win in today's chaotic and ever-changing landscape.
Episode 1 is now live. Subscribe to the Future Commerce podcast on Spotify or Apple Podcasts to get this episode and all others when they launch.
Inside the Positionless Era: 5 Key Takeaways
Make no mistake, “Positionless” isn’t just another catchy marketing term. It’s a philosophy, a call-to-arms to tackle the inefficiencies, bottlenecks, and rigid roles that keep teams from reaching their true potential. It's about moving at the speed of human intuition and reclaiming creativity, data, and execution into a single motion. Over the next five weeks, Optimove CEO Pini Yakuel will join Future Commerce Co-Founder and CEO to explore the ins and outs of Positionless marketing:
Episode 1: The Philosophy
What are the fundamentals of Positionless marketing? How can marketing teams truly free themselves to operate without waiting on handoffs from engineers or creatives or analysts?
This episode lays the foundation for a movement by unpacking the roots of this philosophy, and its evolution through technology and culture. Phillip chats with Pini about how Positionless is reshaping the way that brands engage with consumers.
Quotable moment: “Let’s look at the Renaissance man... the celebration of the wide gamut of human talent — that’s what this could be.”
– Pini Yakuel
Episode 2: The AI Quotient
Generative AI (GenAI) is amplifying human potential. Equal parts creative partner and analytical assistant, GenAI is empowering marketers to stretch beyond the boundaries of their roles and titles, which is ultimately making organizations (and in turn workflows) more agile.
During Episode 2, Phillip and Pini will decode the implications of GenAI’s ever-presence and how marketers can harness its power to become true MVPs for their organization.
Quotable moment: “Hire for attitude, not skill. New skills can always be acquired if you have the right mindset.”
– Pini Yakuel
Episode 3: The Exploration-Exploitation Dilemma
Author and data analyst Neil Hoyne joins the show to discuss how marketers can reach and resonate with shoppers at the speed of human intuition.
The reality is, most teams are built around internal structures rather than customer outcomes. Their behavioral rigidity, not technical limitations, is what holds them back.
Drawing from principles in Neil Hoyne’s book, Converted, the group discusses why shifting toward systems that favor adaptability, exploration, and proximity to the customer, is key. In fact, they argue that when roles become identities, organizations lose their flexibility. When rigidity is favored, brands get stuck in motion and cannot evolve to customers’ needs.
Quotable moment: “Marketing teams don’t just bake bread—they are bread. It’s not just what they do; it’s who they’ve become. So when the shift happens, when the customer wants cupcakes instead, they miss it entirely. Because they weren’t watching the customer. They were defending the bread.”
– Neil Hoyne
Episode 4: The Positionless Process
How can marketing teams free themselves from assembly-line bottlenecks and get back to the roots of great marketing? How can they embrace their intuition, their agility, and human creativity to authentically connect with consumers?
Phillip and Pini chat with Optimove’s VP of Product, Shai Frank, unpack how technology and ambition together can strip away organizational friction, empower self-sufficient marketers, and dramatically improve customer experience.
Quotable moment: “If you don’t create good customer experiences, people will leave. This isn’t a moral imperative—it’s survival.”
– Shai Frank
Episode 5: Making the Jump
The series concludes with an actionable discussion on how marketing teams can take the leap towards a Positionless future. We go from theory to reality by offering tactical tips and proven best practices from Optimove and its customers.
Stay tuned for some thought-provoking conversations over the next five weeks and prepare for the new era of marketing. Listen to the first episode of Decoded now.
Marketing teams today are under pressure.
They’re feeling pressure to do more: Heightened customer expectations require them to run more sophisticated and personalized campaigns at scale. Although 81% of CMOs see creativity as more important, many are struggling to advance creative initiatives due to budget constraints and ongoing pressure to perform.
They’re feeling pressure to be more: With consumers increasingly focusing on variety and value, winning (and keeping) brand loyalty is built upon one-to-one relationship building. As a result, marketers must think more strategically, and creatively, to resonate with consumers in more intimate ways through their preferred channels and touchpoints.
They’re feeling pressure to perform: Up to 88% of marketing leaders are responsible for meeting revenue goals. Despite many brands scaling back budgets (especially for brand-building campaigns and initiatives), measurable performance is central to success. Money may be tight and resources may be tighter, but marketing teams must hit their goals and prove their worth to leadership.
Marketers today are tasked to do everything and be everything, but the reality is most organizations are not structured to support these end goals. Bound by titles and assembly-line thinking, marketers are constrained by red tape and linear processes that force them to “stay on their lanes” and outside of creative control.
At Future Commerce, we believe that has to change if brands want to stand out to consumers and compete in an increasingly crowded market. The good news is, this change is already starting to happen.
The future of marketing is Positionless. It's fluid and dynamic. It’s real-time. And this new era is led by creative problem-solvers who are equally strategic thinkers and tactical doers.
In our latest season of Decoded, we step into a bold new era for marketing. With this five-part series, presented in partnership with Optimove, we’ll explore how marketing teams should think about their work and how they can win in today's chaotic and ever-changing landscape.
Episode 1 is now live. Subscribe to the Future Commerce podcast on Spotify or Apple Podcasts to get this episode and all others when they launch.
Inside the Positionless Era: 5 Key Takeaways
Make no mistake, “Positionless” isn’t just another catchy marketing term. It’s a philosophy, a call-to-arms to tackle the inefficiencies, bottlenecks, and rigid roles that keep teams from reaching their true potential. It's about moving at the speed of human intuition and reclaiming creativity, data, and execution into a single motion. Over the next five weeks, Optimove CEO Pini Yakuel will join Future Commerce Co-Founder and CEO to explore the ins and outs of Positionless marketing:
Episode 1: The Philosophy
What are the fundamentals of Positionless marketing? How can marketing teams truly free themselves to operate without waiting on handoffs from engineers or creatives or analysts?
This episode lays the foundation for a movement by unpacking the roots of this philosophy, and its evolution through technology and culture. Phillip chats with Pini about how Positionless is reshaping the way that brands engage with consumers.
Quotable moment: “Let’s look at the Renaissance man... the celebration of the wide gamut of human talent — that’s what this could be.”
– Pini Yakuel
Episode 2: The AI Quotient
Generative AI (GenAI) is amplifying human potential. Equal parts creative partner and analytical assistant, GenAI is empowering marketers to stretch beyond the boundaries of their roles and titles, which is ultimately making organizations (and in turn workflows) more agile.
During Episode 2, Phillip and Pini will decode the implications of GenAI’s ever-presence and how marketers can harness its power to become true MVPs for their organization.
Quotable moment: “Hire for attitude, not skill. New skills can always be acquired if you have the right mindset.”
– Pini Yakuel
Episode 3: The Exploration-Exploitation Dilemma
Author and data analyst Neil Hoyne joins the show to discuss how marketers can reach and resonate with shoppers at the speed of human intuition.
The reality is, most teams are built around internal structures rather than customer outcomes. Their behavioral rigidity, not technical limitations, is what holds them back.
Drawing from principles in Neil Hoyne’s book, Converted, the group discusses why shifting toward systems that favor adaptability, exploration, and proximity to the customer, is key. In fact, they argue that when roles become identities, organizations lose their flexibility. When rigidity is favored, brands get stuck in motion and cannot evolve to customers’ needs.
Quotable moment: “Marketing teams don’t just bake bread—they are bread. It’s not just what they do; it’s who they’ve become. So when the shift happens, when the customer wants cupcakes instead, they miss it entirely. Because they weren’t watching the customer. They were defending the bread.”
– Neil Hoyne
Episode 4: The Positionless Process
How can marketing teams free themselves from assembly-line bottlenecks and get back to the roots of great marketing? How can they embrace their intuition, their agility, and human creativity to authentically connect with consumers?
Phillip and Pini chat with Optimove’s VP of Product, Shai Frank, unpack how technology and ambition together can strip away organizational friction, empower self-sufficient marketers, and dramatically improve customer experience.
Quotable moment: “If you don’t create good customer experiences, people will leave. This isn’t a moral imperative—it’s survival.”
– Shai Frank
Episode 5: Making the Jump
The series concludes with an actionable discussion on how marketing teams can take the leap towards a Positionless future. We go from theory to reality by offering tactical tips and proven best practices from Optimove and its customers.
Stay tuned for some thought-provoking conversations over the next five weeks and prepare for the new era of marketing. Listen to the first episode of Decoded now.
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