Mortgage lenders are investing millions in marketing technology, yet a staggering percentage of those tools go underused or completely idle. In this episode of Lykken on Lending, David Lykken sits down with James Duncan, Founder and Chief Marketing Strategist at Caelum Advisors, to unpack why MarTech adoption breaks down and what executives can do about it. Drawing from his experience leading marketing at Thrive Mortgage and Lower, James shares practical frameworks for auditing tech stacks, improving engagement, aligning tools with strategy, and turning marketing technology from “dead weight” into a true revenue driver. This conversation is a must-listen for mortgage leaders serious about maximizing ROI, reducing waste, and building a high-performing marketing ecosystem.
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