No More Slop: AI That Actually Works for GTM
FutureCraft GTM
Unveiling the Power of Analytics in Marketing
This chapter dives into a marketer's journey as they harness AI and analytics to tackle the challenges of measuring campaign effectiveness. It highlights key milestones in the evolution of marketing analytics, including Google's acquisition of Urchin and the rise of multi-touch attribution.
In this high-velocity, truth-telling episode, Erin and Ken sit down with data scientist, author, and newsletter legend Christopher Penn to cut through the noise and the slop around AI and go-to-market.
Chris breaks down how today’s AI isn’t solely about scale or speed it’s about whether your thinking actually changes how people lead. From RAGs and reporting frameworks to the future of SaaS, software, and your own job, this conversation pulls zero punches.
🔹 Why most AI content (and dashboards) still suck
🔹 Frameworks for better prompting (and better results)
🔹 A live demo: turning backlink chaos into a strategy-ready infographic
🔹 What CMOs are really asking about AI (and what they should be)
🔹 The real threat to SaaS, higher ed, and your entry-level bench
🔹 Why personal brand is your last, best insurance policy in an AI world
This episode is full of practical frameworks, spicy truths, and no-BS advice from someone who’s been shipping AI before it was cool. A must-listen for anyone serious about GTM in an AI-saturated market.
00:00 Introduction and Podcast Disclaimer
00:24 Meet Your Hosts: Ken and Erin
00:51 AI in Go-To-Market Strategies
02:11 Creative Uses of AI in Daily Life
03:09 Guest Introduction: Chris Penn
04:33 Chris Penn on Early AI and Analytics
06:59 Thought Leadership in the Age of AI
13:07 Frameworks for Effective AI Utilization
18:56 Data-Driven Marketing with AI
23:17 Gladiator Round: Practical AI Demonstration
25:48 Personal AI Preferences
26:07 Creating a Backlink Infographic
27:59 The Power of Infographics in Marketing
29:25 AI Hype and Misconceptions
31:10 Optimization vs. Transformation with AI
33:21 The Future of SaaS and AI
34:12 Guardrails and Ethics in AI
36:02 Challenging the AI Status Quo
41:03 The Impact of AI on Jobs and Education
47:33 Building Personal Brand and Community
49:40 Concluding Thoughts on AI and the Future
About our Guest:Christopher S. Penn is a leading expert in the fields of artificial intelligence (AI), marketing, and data science. He is widely recognized for his work in helping businesses understand and leverage data and AI for marketing insights and strategies.
As the co-founder and Chief Data Scientist at Trust Insights, a marketing analytics consulting firm, Penn focuses on applying data science, AI, and machine learning to help companies achieve their marketing goals. His expertise extends to:
- Google Analytics Adoption: He has been influential in the widespread use of Google Analytics for marketing.
- Data-Driven Marketing and PR: Penn advocates for and implements strategies that are heavily reliant on data for informed decision-making in marketing and public relations.
- Modern Email Marketing: He has shaped approaches to effective and data-backed email marketing campaigns.
- Marketing Data Science: Penn is a pioneer in the application of data science principles specifically to marketing challenges.
- AI/Machine Learning in Marketing: His work began in AI in 2013, well before the mainstream emergence of tools like ChatGPT, giving him a deep understanding of its potential and practical applications in the marketing landscape.
Christopher S. Penn is a prolific author, with over two dozen marketing books to his name, including the bestsellers "AI for Marketers: A Primer and Introduction" and "Leading Innovation." He is also the co-host of the award-winning "Marketing Over Coffee" podcast, where he discusses new and classic marketing topics with his co-host, John J. Wall.
His work has benefited a diverse range of prominent brands such as Cisco Systems, T-Mobile, Citrix Systems, GoDaddy, AAA, McDonald's, and Twitter. He is a multi-time IBM Champion in IBM Data and AI. Penn is also a sought-after international keynote speaker, known for demystifying complex AI concepts and providing actionable insights for marketers.
Resources:Stay tuned for more insightful episodes from the FutureCraft podcast, where we continue to explore the evolving intersection of AI and GTM. Take advantage of the full episode for in-depth discussions and much more.
To listen to the full episode and stay updated on future episodes, visit the FutureCraft GTM website.
Disclaimer: This podcast is for informational and entertainment purposes only and should not be considered advice. The views and opinions expressed in this podcast are our own and do not represent those of any company or business we currently work for/with or have worked for/with in the past.
Music: Far Away - MK2
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