MelroseINC's Cloud Storage Test Crowns Avid NEXIS on AWS as Post-Production Powerhouse

Hollywood’s post houses may want to rethink their storage stacks. Los Angeles-based MelroseINC has released a real-world proof-of-concept that finds Avid NEXIS Cloud Storage on AWS outperforms rival systems in the demanding world of TV and film post-production. The study isn’t vendor fluff—it's a rigorously engineered benchmark designed to stress-test cloud storage in workflows involving DaVinci Resolve editing, color correction, and rendering tasks.

Unlike internal vendor tests or limited customer trials, this evaluation was carried out by MelroseTEC’s in-house engineers, alongside seasoned AWS software specialists. The results mark a potential shift in how the media and entertainment industry should approach hybrid cloud infrastructure.

The Benchmark: Three Contenders, One Clear Winner

MelroseINC’s proof-of-concept compared three cloud storage configurations in a production-style environment:

1. Avid NEXIS Cloud Storage on AWS – A hybrid architecture leveraging fast EBS storage

2. Competitor #1 – Direct-to-object storage via S3-compatible protocols

3. Competitor #2 – A file-streaming architecture with smart caching

The findings weren’t subtle.

• Rendering and proxy file generation on Avid NEXIS was 47% faster than Competitor #1 and 28% faster than Competitor #2

• In practical terms, the platform cut job times by up to 15 minutes, translating into major time and cost savings at scale

For media professionals juggling time-sensitive post schedules, those minutes matter.

Future-Proofing the Production Pipeline

“We’re delivering total workflow solutions,” said Zeke Margolis, VP of Cloud Solutions at MelrosePMC. “This means blending on-prem systems with private and public cloud environments that scale and adapt with production needs.”

MelroseINC, through its PMC and TEC teams, has long focused on hybrid and cloud-native deployments. But this POC elevates their message: the future of production infrastructure isn’t just digital—it’s intelligent, dynamic, and optimized for real-world creative demand.

Avid's Stamp of Approval

The partnership with Avid underscores the credibility of the findings.

“As the industry pivots to flexible hybrid and cloud-native workflows, this test proves that aligning infrastructure with creative needs is non-negotiable,” said Richard Duke, Chief Cloud Solutions Architect at Avid.

With support for fast rendering, collaborative editing, and global access, Avid NEXIS on AWS is quickly becoming a core component of the modern post-production stack.

Why This Matters: Hybrid is No Longer Optional

The days of exclusively on-prem post workflows are numbered. Whether you’re running dailies for a blockbuster film or editing a streaming series on a tight turnaround, teams need infrastructure that moves as fast as they do. MelroseINC’s findings confirm what many are already feeling: cloud-first doesn’t mean cloud-compromised—especially when the right tools are deployed.

From enabling cost-effective scalability to unlocking new remote collaboration models, the Avid-MelroseINC combo represents a serious evolution for post-production.

If Speed and Scalability Matter, This Test Speaks Volumes

With this benchmark, MelroseINC positions itself not just as a technology vendor, but as an infrastructure strategist for media teams navigating a fragmented, cloud-hungry industry. Whether you’re rearchitecting for flexibility or trying to shave time off critical workflows, the message is clear: Avid NEXIS on AWS is built to deliver—fast.

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Collibra is doubling down on data governance—this time, tackling the long-ignored 90% of enterprise data that sits unstructured. The company today announced its acquisition of Deasy Labs, a Y Combinator-backed startup known for automating discovery and enrichment of unstructured files like PDFs, emails, and transcripts.

The acquisition marks a pivotal move: Collibra becomes the first platform to unify governance across both structured and unstructured data. For enterprises looking to scale AI with confidence, the addition of Deasy Labs’ technology promises a significant operational upgrade.

Unstructured Data, Finally Governed

The integration means Collibra customers will soon be able to automatically classify, tag, and enrich unstructured documents at scale—without expensive manual labeling or custom AI pipelines. This new layer of automation allows AI and analytics tools to surface smarter search results, more accurate GenAI responses, and maintain compliance in highly regulated industries like finance and healthcare.

“Deasy Labs gives us the ability to tag, filter and enrich this dark data at scale—automatically turning unstructured files into structured, meaningful and trusted data assets ready for AI,” said Felix Van de Maele, Collibra CEO and Co-founder. “This is a leap forward for the industry.”

Founded in 2023 by AI and metadata experts from McKinsey & Company, Deasy Labs quickly gained traction with a platform designed to extract semantic context from unstructured content. By joining Collibra, the startup’s enrichment engine will be embedded directly into the Collibra Platform in the coming months.

What’s Coming to the Collibra Platform

The Deasy Labs integration will unlock:

• Smart Discovery: Automated scanning and semantic tagging of file repositories.

• Semantic Layer Automation: Workflow-driven metadata creation for unstructured files.

• Enterprise-Scale AI Search: Enhanced performance of AI tools with enriched contextual metadata.

This unified governance layer will allow organizations to manage the full AI lifecycle—from discovery and enrichment to policy enforcement—across all data types.

“By bringing unstructured data into the fold of unified governance, Collibra is taking a critical step toward operationalizing AI at scale with confidence,” said Sanjeev Mohan, Principal at SanjMo and former Gartner analyst.

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Data Ramp’s New fetchcx® Helps Businesses Clean Up Their B2B Data Mess

In a world where business data is messy, inconsistent, and frequently siloed, Data Ramp has launched a new version of fetchcx®—its flagship identity service—to bring clarity, compliance, and AI-readiness to enterprise information.

Unveiled today, the updated fetchcx® is designed to help organizations clean, associate, and enrich both consumer and business data—all without relocating sensitive assets. With a privacy-first architecture that processes data in place, the solution squarely addresses mounting concerns around security and compliance while enabling smarter marketing and analytics.

A New Take on B2B Identity Services

While many identity services zero in on consumer data, fetchcx® takes a dual-pronged approach: it helps organizations refine business identity data with the same rigor applied to consumer profiles. Key new capabilities include:

• Data Quality Improvement: Cleans up fragmented, inconsistent, or incomplete B2B data.

• Business ID Assignment: Connects the dots across disparate information sources with unique identifiers.

• Inline Firmographic Enrichment: Adds context like company size and employee count directly to raw data.

• Affiliate Marketing Readiness: Speeds up B2B partner program launches with clean, structured inputs.

• Lakehouse Compatibility: Works with platforms like Snowflake and Databricks to lay the groundwork for scalable, AI-ready datasets.

It’s a quiet revolution—ditch the heavy lifting of traditional data integration, and let fetchcx® sort and optimize data where it already lives.

Built for AI, Martech, and More

As AI-driven decision-making becomes the norm, businesses need data that’s both complete and context-rich. fetchcx® was built with exactly that in mind. It prepares enterprise data for consumption by AI models, martech stacks, and BI platforms—without requiring manual cleansing or risky data transfers.

"We're excited to now offer a data optimization service that works with B2B information," said Kim Addington, CEO of Data Ramp. "Our patented technology allows businesses to unlock the full potential of their consumer and business data while maintaining the highest standards of security and compliance."

A Timely Answer to a Growing Problem

The launch couldn’t come at a better time. As B2B marketing grows more targeted and data-intensive, organizations are facing a deluge of misaligned data that limits campaign precision and insights. With increasing scrutiny from regulators and stakeholders alike, the pressure is on to both protect and better utilize that data.

Platforms like fetchcx® are emerging as a new class of intelligent data infrastructure—bridging the gap between raw data and actionable insight, especially in privacy-sensitive industries.

By aligning with Lakehouse design principles and modern data governance frameworks, fetchcx® signals where the identity data services market is heading: in-place processing, progressive data enhancement, and enterprise-grade control.

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ADELE, formerly known as Adele Creative, has officially relaunched as a full-service marketing, communications, and branding firm, marking a new chapter in its 10+ year legacy. With offices in Tallahassee, Florida, and Thomasville, Georgia, the firm unveiled an expanded strategic portfolio and a sharpened focus on brand legacy management.

The transition from Adele Creative to ADELE represents more than a name change—it’s a signal of deeper purpose. "The name ‘ADELE’ is derived from adal, meaning noble. That principle drives our mission—to promote, protect, and preserve the brand legacy of every client we serve,” said Lauren Wootton, founder and CEO.

Over the past decade, the agency has been instrumental in helping hundreds of organizations develop compelling creative, launch marketing campaigns, and build enduring brand identities. With the rebrand, ADELE deepens its consulting capabilities, now offering integrated marketing communications, strategic advisory, and brand storytelling aligned with long-term business growth.

Leadership Expansion Targets Scalable Strategy

To support this evolution, ADELE has appointed Valerie Wickboldt as Chief Strategy Officer. A seasoned marketing and communications executive, Wickboldt brings nearly 20 years of cross-sector experience, including leadership roles in nonprofit, healthcare, government, and association sectors.

"Valerie’s track record of guiding organizations through complex communications challenges and delivering measurable results made her an ideal fit,” said Wootton. “She brings a strategic lens that will elevate how we support our clients across sectors.”

Wickboldt is a Florida State University alumna, Leadership Florida lifetime member, and an active leader in the state’s civic and professional communities. Her accolades include FPRA Image Awards, News Service of Florida’s “40 Under 40,” and recognition by INFLUENCE magazine as one of Florida’s “Great Communicators.”

New Team Promotions Expand Core Capabilities

Alongside Wickboldt’s appointment, ADELE announced key internal promotions and new advisory roles to support its expanded mission:

• Joshwa Copeland, promoted to Director of Accounts

• Ben Fairbrother, PMP, named Emergency Management and Response Advisor

• Dr. Israel Wootton, Board-Certified Emergency Medicine Physician, joins as Healthcare and Emergency Management Advisor

• Shea Davenport, appointed as Content Manager

These updates bolster ADELE’s ability to deliver full-spectrum brand strategy services with sector-specific expertise in healthcare, emergency management, and crisis communications.

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In its sixth annual State of Sales and Marketing Report, CRM provider Pipedrive reveals a growing paradox in the sales world: while artificial intelligence is helping teams get more done, long hours aren’t translating to better results.

Based on insights from nearly 1,000 sales and marketing professionals across 85 countries, the report highlights that although 74% of AI adopters see productivity gains, only 57% of all salespeople met their quotas in 2024—a notable drop from previous years. In the U.S., that number dipped to just 45%, with small businesses faring the worst globally.

“There’s a clear disconnect between hours worked and targets hit,” said Paulo Cunha, CEO of Pipedrive. “Sales professionals are burning the candle at both ends, and it’s not paying off.”

Three-quarters of survey respondents reported working overtime—more than in the previous year—yet that extra time didn’t lead to higher performance. In fact, the report shows that those with better work-life balance achieved better results. Sales professionals working four-day weeks were 8% more likely to hit their quotas and reported the highest satisfaction scores.

Gen Z Leading a Healthier Shift
The trend may be generational. Respondents aged 18–25 were the least likely to work overtime, suggesting that younger professionals are drawing stronger boundaries around work hours—and benefitting from it. This group also showed a greater openness to AI tools, seeing them as a means to reclaim time and avoid burnout.

AI: High Impact, Low Adoption
AI adoption remains a bright spot—but not yet widespread. Only 37% of sales professionals and 41% of marketers reported using AI in their daily workflows. Among those who have embraced it, 67% say it saves them 2–5 hours each week. Yet concerns persist: 60% of respondents fear AI could threaten jobs, and 35–40% cited data security as a top barrier.

Despite these concerns, over half (53%) agree that better training could ease anxieties and accelerate responsible adoption.

While AI continues to prove its value in improving efficiency, Pipedrive’s findings reinforce a larger truth: sustainable work models—not longer hours—are the real catalyst for better sales outcomes. For leaders navigating sales strategy in 2025, prioritizing wellbeing alongside tech adoption may be the smarter long game.

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StackAdapt has become the first demand-side platform (DSP) to roll out a Snowflake Cortex-powered Native App within the Snowflake ecosystem—bringing simplified, real-time first-party data activation to marketers without the usual IT bottlenecks.

Available now in public preview on Snowflake Marketplace, StackAdapt’s new app allows marketing teams to create audience segments, retarget users, suppress converted leads, and measure campaign performance—all without moving data outside Snowflake.

This release taps into Snowflake Cortex, the AI layer within Snowflake’s platform, enabling marketers to query data using natural language, automatically identify relevant fields, and streamline campaign workflows that traditionally required manual spreadsheet handling and IT support.

“Marketers want results, not roadblocks,” said Yang Han, Co-Founder and CTO at StackAdapt. “By integrating Cortex, we’re enabling clients to turn raw tables into campaign-ready segments in minutes.”

The app’s functionality extends beyond just building audiences. Marketers can use guided workflows to automate repetitive tasks, bring together data from multiple Snowflake tables via StackAdapt Data Hub, and execute campaigns with precision—without the need for data stitching or reformatting.

The collaboration also ensures data stays within the Snowflake environment, preserving data privacy and governance standards while enabling teams to grant secure access to agency partners via StackAdapt’s API key.

“This launch showcases how the Snowflake Native App Framework can make first-party data activation fast, secure, and scalable,” said Eric Batscha, Industry Principal, Adtech at Snowflake. “StackAdapt continues to raise the bar for usability in data-driven advertising.”

For marketers in sectors like e-commerce, financial services, food and beverage, and tech, this integration promises more efficient campaign execution, deeper personalization, and improved ROI—especially in an era where privacy-compliant data activation is more important than ever.

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The marketing-as-a-service space just got a full-stack upgrade.

Technology Leader Companies has officially rebranded its subsidiary, Product Marketing Leader, to Full Stack Marketing, signaling a broader mandate to support every phase of modern marketing operations—not just go-to-market plans or product content.

The shift reflects the firm’s evolution since its 2022 launch, where it quickly carved out a niche helping B2B clients, particularly in SaaS and tech, fine-tune their product positioning and GTM strategies. But that niche grew—fast. As more clients came knocking for brand development, content execution, and campaign muscle, the team decided it was time to scale up… strategically.

“We didn’t want to expand just because the demand was there,” said Jeremy Potoka, Founder of Technology Leader Companies. “We waited until we had the right people, processes, and infrastructure. Now we’re ready to offer a truly multi-disciplinary approach.”

What’s New Under the Full Stack Banner?

The rebrand brings more than a name change. Full Stack Marketing now operates as a full-service agency, offering:

• Strategic Brand Development

• Content Marketing & Creation

• Performance Marketing

• Campaign Execution

• Creative Services

Their newly launched website, fsmarketing.com, lays it all out—targeting a mix of growth-hungry clients, especially Acumatica resellers and ISV publishers.

The original team behind Product Marketing Leader hasn’t gone anywhere. They’ve been reorganized and expanded internally to take on broader client mandates without sacrificing the strategy-first mindset that won them fans in the first place.

Why This Matters

This rebrand underscores a larger trend in B2B marketing services: niche firms are scaling into full-service providers to meet rising demand for unified marketing stacks. As internal teams stay lean, external agencies that can do more—well—are becoming indispensable.

It also hints at the increasing expectations from SaaS and ISV ecosystems, where partners want more than content—they want results, fast GTM motion, and flexible support that spans branding to execution.

For Technology Leader Companies, Full Stack Marketing adds yet another engine to its broader portfolio of consulting ventures aimed at accelerating marketing, sales, and tech alignment.

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Setuply Taps PMI Certification to Sharpen Post-Sale Client Journeys

In an industry where onboarding delays and clunky implementations derail client trust, Setuply, Inc. just took a significant step forward: it’s now a certified partner of the Project Management Institute (PMI).

The move aligns Setuply’s AI-powered Client Management Experience (CMX) platform with the gold standard in project management. And it’s more than just a badge. It equips Setuply’s users—especially client success, onboarding, and implementation professionals—with PMI-aligned training that delivers both practical skills and Professional Development Units (PDUs) toward globally recognized certifications.

Why It Matters

Setuply has been quietly carving out its niche by solving a messy, often overlooked problem: the chaos that ensues after a deal closes. From implementation delays to fragmented communication, post-sale journeys can get rocky fast. That’s where Setuply comes in—with structured, transparent, and collaborative solutions for B2B teams navigating onboarding, managed services, and client success operations.

Now, as a PMI-certified partner, Setuply brings an added layer of professional development and credibility to the table—an especially attractive proposition as companies demand more cross-functional expertise and project rigor from client-facing teams.

“By aligning our learning resources to PMI standards, we’re helping professionals gain actionable knowledge and advance their careers,” said Kristin Maguire, Project Manager at Setuply. “This isn't just about credentials—it’s about real-world impact.”

A Strategic Advantage for B2B Teams

The partnership deepens Setuply’s value prop at a critical time. As customer expectations rise and post-sale complexity escalates, businesses are realizing that implementation and retention success is as much about skilled people as it is about smart platforms.

With PMI backing, Setuply is now positioned as not just a technology provider, but a strategic enabler of professional growth—a dual benefit for B2B companies focused on long-term client value.

For companies managing intricate post-sale workflows, Setuply now offers both the software and the skillset to make onboarding and customer success truly client-centric.

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