Journal
Platforms & implementation
New to the vocabulary? Start with the CRM glossary.
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Platforms & implementation ·
The questions to ask when choosing a CRM stack
How to choose between engagement platforms, CDPs, warehouses and reverse-ETL tools by asking about data ownership, cadence, running cost and team fit.
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Platforms & implementation ·
IP warming from zero without wrecking deliverability
A practical IP warming plan for new sending infrastructure, from authentication and seed list selection through a four-week ramp you can defend.
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Platforms & implementation ·
Two years of sender rules: what is now table stakes
Two years after the first bulk sender requirements, authentication is the floor rather than an achievement. What a current baseline looks like and what still goes wrong.
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Platforms & implementation ·
Migrating engagement platforms without a dark month
Platform migrations lose a month of sending because of how they are planned, not because they must. How to run both systems, move programme by programme and warm safely.
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Platforms & implementation ·
Outlook joins the sender requirements club
Microsoft now expects high-volume senders to Outlook.com to have SPF, DKIM and DMARC in place. What the check covers, where teams still fail it, and what to do next.
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Platforms & implementation ·
Reverse ETL in practice: warehouse audiences in your ESP
How to move warehouse-modelled audiences into your ESP without breaking either one: what belongs where, sync cadence, identity keys and the failure modes to plan for.
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Platforms & implementation ·
Building a single customer view without buying a CDP
A practical route to a single customer view using the warehouse you already pay for: use cases first, identity rules you can defend, models in dbt, then activation.
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Platforms & implementation ·
Deliverability in year two of the sender rules
A year on from the Gmail and Yahoo requirements, what separates calm programmes from the ones still firefighting: complaint rate, stream separation and list discipline.
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Platforms & implementation ·
Running peak season off the warehouse
Warehouse-native CRM holds up under peak load if you plan for the failure modes: sync latency, rate limits, stale audiences and what sends when the list arrives late.
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Platforms & implementation ·
Moving DMARC from p=none to p=reject without losing mail
A staged route from p=none to p=reject: read the aggregate reports first, find every system that sends as your domain, fix alignment, then tighten the policy.
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Platforms & implementation ·
The Gmail and Yahoo sender rules, three months in
What the February bulk sender requirements actually broke inside established email programmes, and the authentication, unsubscribe and complaint work that fixed it.
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Platforms & implementation ·
Navigating the Data Lakehouse: Strategies for Implementing Databricks for Enterprise Success
Six strategies for a Databricks rollout that holds up: data strategy first, then scale, governance, training, engineering practice and cross-team work.