Master existing tools vs invest in new AI technology

Should C-suite or employees lead AI adoption? Joyce Gordon, Head of AI at Amperity, explains why both leadership and frontline staff must understand AI capabilities for organizational success. She discusses how executives should provide guidance on appropriate AI use while empowering individual contributors who best understand specific use cases. Gordon shares strategies for balancing top-down direction with bottom-up implementation to transform customer experience through unified data and AI personalization.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

AI personalization requires unified customer identity data. Joyce Gordon, Head of AI at Amperity, explains how brands are moving from broad segments to micro-segments using generative AI. She outlines the critical role of identity resolution in creating personalized experiences, demonstrates how Model Context Protocol (MCP) servers enable data integration across systems, and shares practical frameworks for implementing AI personalization with proper evaluation mechanisms. Show NotesConnect With:Joyce Gordon: Website // LinkedInThe MarTech Podcast: Email // LinkedIn // TwitterBenjamin Shapiro: Website // LinkedIn //  TwitterSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Integrating AI into your martech stack requires agility. Greg Kihlström, principal of The Agile Brand and advisor to companies like Adidas and Toyota, shares his expertise on agile marketing technology implementation. His playbook emphasizes assembling the right team, setting clear goals, working iteratively to achieve quick wins, and implementing regular retrospectives to continuously improve AI performance and processes. Show Notes Connect With:Greg Kihlström: Website // LinkedInThe MarTech Podcast: Email // LinkedIn // TwitterBenjamin Shapiro: Website // LinkedIn //  TwitterSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

AI adoption requires strategic evaluation of existing tools. Greg Kihlström, principal of The Agile Brand, shares expertise on implementing agile approaches to marketing technology operations. He recommends thoroughly understanding current martech capabilities before investing in new AI solutions, as many existing platforms are rapidly incorporating AI features that marketers may be underutilizing.  Show Notes Connect With:Greg Kihlström: Website // LinkedInThe MarTech Podcast: Email // LinkedIn // TwitterBenjamin Shapiro: Website // LinkedIn //  TwitterSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Agile processes often deliver better ROI than new martech tools. Greg Kihlström, principal of The Agile Brand and advisor to companies like Adidas and Toyota, shares his expertise on implementing agile approaches to marketing technology. He emphasizes establishing good measurement frameworks before adding new tools, creating agreement on success metrics, and developing cyclical workflows that prioritize process improvements over constant technology acquisition.  Show Notes Connect With:Greg Kihlström: Website // LinkedInThe MarTech Podcast: Email // LinkedIn // TwitterBenjamin Shapiro: Website // LinkedIn //  TwitterSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Most marketers use less than half their MarTech stack's capabilities. Greg Kihlström, principal of The Agile Brand, shares how to apply Agile methodologies to maximize technology investments. His approach includes working in two-week sprints to test hypotheses, creating cross-functional squads that break down departmental silos, and measuring success through time-to-value metrics rather than just planning documents.  Show Notes Connect With:Greg Kihlström: Website // LinkedInThe MarTech Podcast: Email // LinkedIn // TwitterBenjamin Shapiro: Website // LinkedIn //  TwitterSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Software pricing models are being revolutionized by AI. Kevan Yalowitz, Global Software and Platform Lead at Accenture, explains how agentic architecture is shifting software from seat-based pricing to value and outcome-based models. He details why this transformation represents a revolutionary rather than evolutionary change, creating a disconnect between what software companies currently offer and what IT consumers increasingly demand.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

AI is transforming the $750 billion advertising landscape. Kevan Yalowitz, Senior Managing Director at Accenture, explains how generative AI is revolutionizing creative production, audience targeting, and content relevance for advertisers. He reveals how AI-powered tools are enabling smaller businesses to produce high-quality creative at scale, discusses the shifting balance of power between platforms and advertisers, and examines how consumer trust increases when AI-generated content is properly disclosed.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Is ABM for B2C marketing viable? Nadia Davis, VP of Marketing at CaliberMind, shares her expertise in designing non-conventional ABM strategies built on MarOps excellence. She explains how to transform failing ABM programs into revenue generators, emphasizing the critical importance of data management before implementing new marketing technologies. Davis offers practical solutions for the "marketing data dumpster fire" that plagues B2B marketers trying to connect marketing activities to sales pipeline.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Should your CMO report to sales? Nadia Davis, VP of Marketing at CaliberMind, debates the organizational structure challenges facing SaaS companies. She argues against placing marketing under revenue leadership, explaining how short-term revenue focus can undermine long-term brand building initiatives. Davis shares insights on transforming failing ABM programs into revenue-generating systems through strategic MarOps excellence and meaningful sales pipeline contributions.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.