Value Gravity™ is a model for reading an enterprise marketing stack as a gravitational system. Built for leaders facing M&A separations, platform migrations, IPO readiness, and AI transformation mandates. This page is where the framework came from, the perspective behind it, and the practice that uses it.
The observation was simple, and visible across every enterprise marketing function in Europe at once. Activity around AI had gone up. Capability had gone up. Value creation had not followed in any measurable way. The standard explanation was execution. The more precise one turned out to be structural.
Value in a marketing stack does not accumulate evenly. It pools in specific layers. The deeper a layer sits, the slower it is to build, the more expensive it is to change, and the more durable the value it holds. Most current AI spend is going to the layer where that value evaporates fastest. Written down, that becomes the three-layer Value Gravity™ model and the idea of a Gravity Leak: the point in an architecture where AI-generated value fails to flow downward and become embedded in the governed base.
The framework exists to give that observation a shape leaders can act on, and to put a vocabulary around a problem most boards already sense but cannot name. It is a diagnostic tool first, a thought leadership artefact second.
Value Gravity™ is written by Arjen Segers, a Dutch independent advisor with more than fifteen years at the intersection of marketing strategy, customer data, and MarTech architecture. The model reflects a specific seam he has spent his career working on: the layer where technology decisions become business decisions, and where most conventional advice falls apart.
Strategy consultants often cannot read the architecture. Technical specialists rarely translate it into a board argument.
The Value Gravity™ framework is written by someone who has spent years inside the layers it describes, which is why the model works as a diagnostic instead of just a positioning device.
Marketo Engage Architect. One of a small number in Europe.
Adobe Marketo User Group Leader Benelux since 2018. Active in global RevOps and MarketingOps.
Innovation Strategy programme, beta cohort 2026.
Comfortable working with leadership teams across Europe.
The framework earns its keep when a company is either crossing a threshold or correcting one, and the cost of getting the decision wrong is measured in years rather than quarters.
When a revenue-critical stack is about to move from one vendor to another, and the real argument is not the new platform but the switching cost already sunk into the old one.
When a business unit has to exit a parent's stack on a fixed timeline, and every decision has to be architecturally defensible and commercially accountable at once.
Redesigning the operating model, the technology, and the data foundation together rather than in sequence.
Deciding which layer of the stack a given AI bet should land in, and designing the programme so value compounds instead of leaking.
Value Gravity™ lives as an independent body of thinking. The advisory work that applies it to specific client situations is done through IDADAY International Services BV, Arjen's practice, based in Voorburg in the Netherlands. IDADAY is deliberately small and senior. Engagements are led end to end by a single practitioner with full context, which is what allows the strategic and technical sides of a decision to be held in the same head at the same time.
Value Gravity™ has no commercial stake in which platforms you choose or which partner you engage. That independence is load-bearing.
The framework is applied through four engagements, from a single hour to an ongoing retainer.
See the engagements