One of those who have come the furthest in their work to actually create clear, practically applicable tips and support regarding work with martech is American Tony Byrne and the company Real Story Group. The name of his own consulting firm came when, for many years, Tony challenged Gartner and Forrester's more sponsor-supported and commercially produced ways of designating the digitization industry's best actors in various product and service areas in graphs (Quadrants). The underlying model was not end-customer friendly enough, from which he developed his own, straighter and more honest evaluation methods. Even his latest overview of martech is straightforward, realistic and very good. Read More.