Decrease in AE expenses and increase in non-AE expenses

The chapter discusses the decrease in AE expenses as a percentage of go-to-market costs over the years. Non-AE expenses have been increasing steadily as companies invest in more tools to increase productivity. The speaker questions whether companies should now reduce their non-AE investments or if the 2024 market requires more investment in tools to generate demand. The conversation also touches on customer data analytics and the ROI of tools, as well as speculations about the future of certain companies in the industry.