Mark leads global marketing and category strategy at AtScale. A former CEO, Chief Product Officer, board member, and patent author, he previously served as CEO of StreamBase and Chief Product Officer at TIBCO, where he led Spotfire, AI, data, and streaming products. Mark is also an advisor to Warburg Pincus on AI, data, integration, and analytics, bringing deep experience building and scaling category-defining data and analytics businesses to AtScale.
June 11, 2026
Power BI Was Built as a Client. Stop Using It as a Foundation.Microsoft wants to own your semantics. We built the universal layer that keeps them yours. Power BI is a strong BI client. It was never an enterprise semantic layer, and the gap between those two jobs is now showing up…
June 10, 2026
Your AI Isn’t Expensive. It’s Guessing.Inside a Tier 1 bank's $9-million-a-year AI rediscovery tax, and the architectural fix that cut compute costs by as much as 21,903x. Every time an analyst at a Tier 1 bank asks, "What was revenue in the Northeast last quarter?"…
June 9, 2026
A Tech Power Player in the Year the Semantic Layer Broke ThroughChris Lynch has been saying the same thing for years. The market just caught up. For years, I’ve been a board member of AtScale, and Chris Lynch said the same thing with each meeting: AI is changing everything for semantic…
June 3, 2026
A Guide to Semantic Layers for Snowflake CoCo and CoWorkHow Snowflake Semantic Views reach CoWork, CoCo, Power BI, and Excel without leaving the platform. At Snowflake Summit 26, Snowflake renamed Cortex Code to CoCo and turned Snowflake Intelligence into CoWork, a personal agent for every knowledge worker. The headline…
June 2, 2026
Snowflake Partnered with AtScale for a Reason: Your Semantic Layer Is Too Important to SurrenderSnowflake has embedded AtScale as the only semantic layer in its platform, extending Semantic Views to Power BI and Excel, so they get the same accurate metrics your AI gets. Snowflake, whose thousands of customers include Capital One, Toyota, and…
May 28, 2026
Snowflake Just Popped 35%. We’re Not Surprised. And in a Few Days, You Won’t Be Either.Kevin McLaughlin at The Information had a piece this week we've been passing around the office. Snowflake is up 35% on the quarter. Salesforce is down 30% on the year. Kevin makes a strong case that the gap between those…
May 27, 2026
Marc Benioff on the Importance of Semantic Layers to SaaSThe CEO of Salesforce went on All-In and called the semantic layer the key to SaaS company survival. Here's why he's right, and what most SaaS companies are getting wrong. Marc Benioff went on the All-In podcast last week and…
May 21, 2026
The Fifth Semantic Layer Summit Is the Strategic Pivot Point for Leaders Betting Their Enterprise on AIOne day with the platforms, the standard-bearers, and the enterprise architects deciding the next decade of enterprise data architecture. May 20, 2026. The semantic layer has escalated from technical curiosity to strategic imperative. At the first Semantic Layer Summit in…
May 15, 2026
The Semantic Wars Are Here. Google, You’re Next.Microsoft started a semantic war with Databricks. The next front is AI. Google customers need a semantic strategy to stay free on both. Microsoft just killed the connector that let Power BI read Databricks’ business metrics. This was the opening…
May 13, 2026
Google Paid $2.6 Billion to Prove AtScale Right About SemanticsThe Looker rename is news. The bigger story is what it means for the semantic layer in the AI era. Google is renaming Looker Studio back to Data Studio. The seemingly simple move sends a big signal: the semantic layer…
May 11, 2026
Snowflake, Databricks, AtScale, and Omni, on the same stage, on purposeThe OSI panel airs at the Semantic Layer Summit. Here's what I'm hoping shakes loose. Snowflake and Databricks don't usually sit at the same table. They compete for the same workloads, the same logos, the same line items in the…
May 7, 2026
Inside the Trillion-Dollar AI Problem: Context and ComputeSnowflake, Tableau, and BlackRock named the symptom. Jeremy Arendt at Blue Yonder is showing operators what it actually costs. Jeremy Arendt runs analytics engineering at Blue Yonder, the supply chain platform behind a meaningful slice of the world's trucks, warehouses,…