MarTech Podcast ™ // Marketing + Technology = Business Growth

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.

Most marketing teams are underutilizing their martech stacks today. Greg Kihlström, principal of The Agile Brand, shares how applying agile principles can maximize the value of existing marketing technology investments. He advocates for fully leveraging platform capabilities rather than using minimal features across multiple tools, which reduces integration costs and improves data accessibility. Kihlström emphasizes the importance of continuous improvement and regularly questioning current processes to right-size technology stacks for optimal performance. 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.

AI is reshaping advertising roles and responsibilities. Kevan Yalowitz, Global Software and Platform Lead at Accenture, examines which positions face disruption as agentic AI becomes mainstream. He discusses how NotebookLM and similar tools are transforming basic research functions, while emphasizing that technology-savvy professionals who leverage AI will thrive regardless of their position in the organization.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

AI is reshaping the advertising landscape. Kevan Yalowitz, Global Software and Platform Lead at Accenture, shares his comparative analysis of leading AI models including ChatGPT, Claude, and Gemini. He demonstrates how each platform excels in different use cases—Gemini for broad data integration, ChatGPT for deep reasoning and research, and Claude for nuanced copywriting—revealing how marketing teams can leverage complementary AI strengths rather than relying on a single solution.See 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.