Your marketing team isn’t confused about your martech decisions. They’ve made their own. While you’re defending the DXP you bought two years ago, or inheriting a stack from your predecessor and trying to figure out where to start, your team has already sorted it out. They know which tools work and which ones don’t. They’ve quietly built workarounds for everything in between. What looks like adoption friction is something more deliberate. Your direct reports aren’t failing to use your tools. They’re choosing not to. What organized dissent looks like It doesn’t look like a walkout. Nobody CC’s HR. The tools you bought still show up in the stack inventory. People attend the training. They nod during the platform demo. Then they go back to their desks and do it differently. This dynamic has a name. Scott Brinker identified it years ago as dark martech — the tools running inside organizations that leadership doesn’t sanction, track, or often even know exist. The label never became an industry standard.…