A framework built from 15 years inside enterprise marketing technology decisions.
Value Gravity™ did not start as a framework. It started as an observation - repeated across enough enterprise engagements to become a pattern, and repeated often enough that the pattern needed a name.
The pattern: organisations investing in enterprise marketing transformation consistently underinvest in the foundational layer of their stack - the data infrastructure, the identity model, the CRM architecture - while directing disproportionate budget and attention toward the top layer, where the announcements are loudest and the switching costs are lowest. The consequence becomes visible at the moments of highest pressure: a platform migration that takes three times as long as planned, a contract renewal where the vendor leverage turns out to be far higher than anticipated, an M&A separation that reveals a foundation that was never properly owned.
The framework emerged from the work of mapping those moments - understanding why they happen structurally, not just operationally. Why investment follows excitement rather than architecture logic. Why the gap between where value accretes and where investment flows is not accidental but predictable. Value Gravity™ names that gap and provides the analytical structure to make it measurable.
Arjen Segers is an independent marketing architecture advisor serving enterprise B2B organisations at the moments when platform and architecture decisions become high-stakes - migrations, M&A separations, AI strategy mandates, and major contract renewals.
His work sits at a specific intersection: architecture-level technical fluency combined with commercial and strategic framing. Most advisors can do one or the other. The ability to read an enterprise marketing stack at the level of data governance, identity resolution, and integration architecture - and then translate those findings into a decision framework that is useful to a CFO or board - is the gap that Value Gravity™ fills.
IDADAY International Services BV is the advisory practice behind Value Gravity™. IDADAY International Services BV →
Value Gravity™ engagements focus on the decisions that carry the highest cost of error and the longest time horizon: platform architecture choices, foundation assessment before major investment, and structural readiness for transitions that cannot be reversed once started.
Value Gravity™ has no commercial stake in which platforms you choose, which vendors you renew with, or which implementation partner you engage. The advice is shaped by what is right for the client's architecture and business - nothing else.
The Gravity Scan is the entry point. Fixed scope, fixed price, three weeks - and the findings are yours.
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