https://www.gtmaipodcast.com https://www.gtmaiacademy.com AI for Business Leaders: How Causal Analytics Drives 8X Growth Featuring ⁠Mark Stouse⁠ ( https://www.linkedin.com/in/markstouse/ ) CEO of ⁠proofanalytics.ai⁠ Episode Overview In this power-packed episode, Mark Stouse reveals how causal analytics and AI are revolutionizing business decision-making. From his journey as an HP executive to becoming a pioneer in AI analytics, Mark shares insights on turning data into profitable business decisions. Key Insights 1. The AI Multiplication Effect - Traditional view: AI drives efficiency - Reality: AI multiplies human capability - Formula for Success: - High performers + AI = Exponential growth - Average performers + AI = Steady improvement - Low performers + AI = Minimal impact 2. Marketing's Hidden ROI - Breakthrough Finding: Marketing acts as a performance multiplier - Impact on Sales Teams: - 8x increase in effectiveness - 5x boost in efficiency - Warning: Cutting marketing shows delayed negative impacts 3. Evolution of Business Analytics - Past: Months of manual statistical work - Present: Real-time GPS-like guidance - Future: AI-powered causal forecasting Quotable Moments "In the era of cheap money, who cared about inefficiency? Now everything has changed." "Data becomes a proto-asset that as soon as you use analytics to turn it into something of utility, an insight that helps you make a better decision, that helps you make more money. Then and only then does it become an asset." "The definition of a good model is how close it gets to real life... They have to confront a whole bunch of assumptions, usually, that they've always made that turned out to not be true." "I'm a corporate version of a UN translator" - (when discussing his ability to bridge communication gaps between different C-suite roles) "When you don't speak the other guy's language... CDOs and CFOs were both using the word 'predictive' and yet it became very clear to me sitting there that they were using it very differently." "If you're in high school and no one wants to date you and then something happens and everybody wants to date you... that's what it's like" - (discussing how market demand for their solution changed when economic conditions shifted) Deep Dive: Causal Analytics Why It Matters Now: - Economic uncertainty demands better forecasting - Complex market conditions require deeper insights - Time lag effects need better measurement How It Works: - Combines internal & external data - Accounts for time lag effects - Creates "spaghetti models" for probability analysis Executive Application 1. Decision Making - Move from gut feelings to data-driven insights - Understand true cause-and-effect relationships - Measure impact across time horizons 2. Resource Allocation - Identify highest-impact activities - Understand multiplier effects - Optimize investment timing 3. Risk Management - Model multiple scenarios - Account for external factors - Predict long-term impacts