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Patrick Thompson built a company to fix broken GTM data. Amplitude acquired it. Then he realised he'd solved the wrong problem.
In this episode of the Growth DOJO Podcast, Patrick (Founder of Clarify, previously Iteratively) joins Luke Costley-White to talk about why deploying AI on top of a broken CRM doesn't fix the problem — it accelerates it.
What you'll learn:
- Why 70%+ of seller time goes to non-selling activities — and why 30 years of CRM software hasn't fixed it
- The CDP band-aid: why data tools treat the symptom instead of the root cause
- What "garbage in, garbage out" actually looks like when AI is involved
- How to audit your CRM before touching any AI (people, process, technology — in that order)
- Why nobody has nailed the multiplayer AI problem yet
- What Patrick asks every GTM hire — and what the worst answer sounds like
- The caveman analogy: what 2022-era working habits look like in 2026
- The future of GTM: from system of record to system of intelligence
"If I see somebody do something the way it was done in 2022, I call them a caveman." — Patrick Thompson
"We were solving a symptom, not the root cause." — Patrick Thompson
Perfect for: RevOps leads, demand gen managers, GTM founders, marketing and sales leaders who want to get AI-ready before they get caught out.
Connect with Patrick: linkedin.com/in/patrickt010
Clarify: clarify.ai
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