TRASCRIZIONE 🔗
1
00:00:00,000 --> 00:00:04,587
how do you
also make sure that you're leveraging AI?
2
00:00:04,587 --> 00:00:06,673
But there's some type of governance.
3
00:00:06,673 --> 00:00:09,676
You don't have 20 people asking,
4
00:00:09,759 --> 00:00:11,636
20 salespeople asking something different.
5
00:00:11,636 --> 00:00:13,430
But yet what's happening at the enterprise
level?
6
00:00:13,430 --> 00:00:15,140
Right. Absolutely.
7
00:00:15,140 --> 00:00:18,476
And we're going to get into we're going
to get into the implementation of AI.
8
00:00:18,768 --> 00:00:22,397
But, we're joined here
by Stephen Cassell, who is with Chief
9
00:00:22,439 --> 00:00:25,859
Outsiders,
with a chief marketing officer.
10
00:00:25,859 --> 00:00:28,862
Focus, at a fractional component,
11
00:00:29,029 --> 00:00:32,866
which means you go in and help companies.
12
00:00:33,283 --> 00:00:36,995
And not are
13
00:00:36,995 --> 00:00:40,874
not a permanent employee position
with inside the company.
14
00:00:40,874 --> 00:00:42,125
Correct? That's correct.
15
00:00:42,125 --> 00:00:45,128
That's correct. be.
16
00:00:51,551 --> 00:01:02,312
Faster!
17
00:01:02,479 --> 00:01:04,189
Our stalled.
18
00:01:04,189 --> 00:01:09,903
Our our funnel
not working the way it should work.
19
00:01:10,862 --> 00:01:13,865
And then
20
00:01:16,826 --> 00:01:18,286
or exit
21
00:01:18,286 --> 00:01:22,874
or we've purchased as that look like
22
00:01:23,208 --> 00:01:30,131
those are typical scenarios.
23
00:01:30,173 --> 00:01:33,176
And you know I think it's it's
really something that I enjoy.
24
00:01:33,384 --> 00:01:37,972
And after many years working
for corporations and an operator role,
25
00:01:39,265 --> 00:01:39,390
you know,
26
00:01:39,390 --> 00:01:42,560
everything from big to,
you know, PE owned.
27
00:01:42,727 --> 00:01:45,605
It's,
it's been a really interesting way to,
28
00:01:45,605 --> 00:01:49,984
to really help accelerate growth for,
29
00:01:49,984 --> 00:01:54,447
for a lot of mid-sized companies
who are looking for that next stage.
30
00:01:54,614 --> 00:01:59,410
Well, a mid-sized company is unlikely
to have a chief marketing officer.
31
00:01:59,744 --> 00:02:04,624
That's you see that at a higher,
you know, fortune 500 company will have.
32
00:02:05,083 --> 00:02:09,129
So it gives you somebody
that has the knowledge base.
33
00:02:09,129 --> 00:02:12,549
So how did you how did you get into this
fractional position.
34
00:02:12,882 --> 00:02:26,437
Yeah, it was Cigna
35
00:02:26,479 --> 00:02:30,233
Healthcare here.
36
00:02:30,275 --> 00:02:34,070
And then also went worked
for a company up in Boston.
37
00:02:34,112 --> 00:02:37,115
032 health.
So a lot of health and services.
38
00:02:37,115 --> 00:02:41,452
And really I kind of boil it down
to it's all about B2B.
39
00:02:41,536 --> 00:02:44,497
And are you working with another business
or are you selling through
40
00:02:44,497 --> 00:02:47,667
another business
or you also selling to consumers.
41
00:02:47,709 --> 00:02:52,964
And so
how do you really think about those?
42
00:02:53,214 --> 00:02:58,052
Really struck me
after years of thinking about okay,
43
00:02:58,052 --> 00:02:59,971
well there's always another operator
roll out there.
44
00:02:59,971 --> 00:03:02,765
There's always another kind of next job.
45
00:03:02,765 --> 00:03:08,396
And then I was what I really love doing is
46
00:03:12,358 --> 00:03:13,902
either opportunities or
47
00:03:13,902 --> 00:03:16,905
if there's potentially something
that's not working well.
48
00:03:17,530 --> 00:03:20,325
Why am I not focusing on that and helping
49
00:03:20,325 --> 00:03:23,328
with those
50
00:03:27,790 --> 00:03:29,626
a lot of companies.
51
00:03:29,626 --> 00:03:32,545
Things are working well for things
52
00:03:32,545 --> 00:03:42,263
in all beauty of.
53
00:03:42,805 --> 00:03:47,810
Okay,
I'm going to have you on a full time right
54
00:03:47,936 --> 00:03:51,731
CMO basis.
55
00:03:52,065 --> 00:03:53,733
Yeah, I get what you need.
56
00:03:53,733 --> 00:03:56,736
I don't need lower price. Yep.
57
00:03:56,986 --> 00:04:00,657
You know, a full time
position hits the penal pretty hard
58
00:04:00,782 --> 00:04:02,742
when you are at that level.
59
00:04:02,742 --> 00:04:06,412
So if you can do that
for a fraction of that,
60
00:04:07,747 --> 00:04:08,790
then that's helpful.
61
00:04:08,790 --> 00:04:13,086
Well, Stephen, you and I met
and we had some great conversations about
62
00:04:13,127 --> 00:04:17,131
AI, the use of it,
and the governance and management of it.
63
00:04:17,131 --> 00:04:20,134
So that's kind of why
I wanted to get your input today.
64
00:04:20,510 --> 00:04:21,636
I've
65
00:04:22,762 --> 00:04:24,222
last year,
66
00:04:24,222 --> 00:04:27,558
even though everybody was screaming
AI from the
67
00:04:27,934 --> 00:04:31,980
the top of their lungs,
I have been a very slow believer,
68
00:04:32,438 --> 00:04:35,775
and a very cautious,
69
00:04:35,775 --> 00:04:38,778
to many science
fiction novels from my liking.
70
00:04:39,862 --> 00:04:42,865
So I feel like
71
00:04:43,074 --> 00:04:47,495
we're finally at the point
that everybody needs
72
00:04:47,495 --> 00:04:51,541
to at least be aware of it
and think about, can it help?
73
00:04:51,749 --> 00:04:53,501
Does it help?
74
00:04:53,501 --> 00:04:57,463
Or should I be making a
I do something that a I can't do?
75
00:04:57,588 --> 00:05:01,009
And if that's the case then I should be
marketing the heck out of that.
76
00:05:01,342 --> 00:05:05,263
So there's all all different ways
to consider it.
77
00:05:05,680 --> 00:05:09,100
What are your thoughts?
78
00:05:09,767 --> 00:05:16,399
Yeah, my thoughts are and it's obviously
evolving very, very quickly.
79
00:05:17,317 --> 00:05:21,654
Where we, where we are now.
80
00:05:22,280 --> 00:05:25,074
And I think that
there are some clear cases
81
00:05:25,074 --> 00:05:28,661
now where
Load full transcript
and actually see
82
00:05:29,120 --> 00:05:31,873
you know efficiency improvements from,
83
00:05:31,873 --> 00:05:35,710
from implementation.
84
00:05:35,710 --> 00:05:38,713
It's I think there's also places
where you can see, you know,
85
00:05:38,755 --> 00:05:40,673
performance improvements.
86
00:05:40,673 --> 00:05:43,301
And then increasingly
what you're beginning to see
87
00:05:43,301 --> 00:05:47,805
is where you places
where you can see execution improvements.
88
00:05:48,014 --> 00:05:51,017
And if I break that down a little bit,
89
00:05:51,059 --> 00:05:55,396
I think it's really important
to realize that for years
90
00:05:55,646 --> 00:06:00,234
we've been leveraging what I would call
kind of the predictive analytics, and
91
00:06:01,486 --> 00:06:04,489
which is a type of what AI is now
accelerating.
92
00:06:04,572 --> 00:06:07,533
When you think about from a marketing lens
or a sales lens,
93
00:06:07,867 --> 00:06:12,580
how companies have leveraged,
predictive analytics for lead
94
00:06:12,580 --> 00:06:17,001
generation and identify and prospects
and all of these different things.
95
00:06:17,585 --> 00:06:20,380
That's been around for a bit.
96
00:06:20,380 --> 00:06:24,133
Now, what's accelerated is the idea
97
00:06:24,217 --> 00:06:27,887
that, okay, I can do
98
00:06:27,929 --> 00:06:31,933
parts of that process so much more quickly
than I could ever do before.
99
00:06:32,850 --> 00:06:36,562
And I think the, the,
the thing we have to avoid
100
00:06:37,105 --> 00:06:40,024
is thinking that fast is always better
101
00:06:40,024 --> 00:06:43,903
without the proper oversight
and and review
102
00:06:44,445 --> 00:06:46,989
of what fast is actually producing.
103
00:06:46,989 --> 00:06:50,785
And so so that's where I think
the, the place where we are
104
00:06:50,827 --> 00:06:54,330
now is should a company be thinking about,
105
00:06:54,372 --> 00:06:57,500
okay, how do I improve my my growth.
106
00:06:57,500 --> 00:07:01,879
How do I see how do I think
about my performance and my execution?
107
00:07:02,130 --> 00:07:05,758
Of course, because now some of
these things really are accelerated.
108
00:07:06,551 --> 00:07:09,887
It's much easier now to, get out
109
00:07:09,887 --> 00:07:13,599
and, and do an hour's.
110
00:07:13,683 --> 00:07:15,393
What used to take weeks.
111
00:07:15,393 --> 00:07:16,310
But guess what.
112
00:07:16,310 --> 00:07:20,398
You still have to understand and
put a human eye on that to validate it.
113
00:07:20,523 --> 00:07:23,901
And, and so parts of it may be truncated,
but there's parts of it
114
00:07:23,901 --> 00:07:25,695
that you still need to really.
115
00:07:25,695 --> 00:07:26,279
Wait a second.
116
00:07:26,279 --> 00:07:30,908
Maybe we do need to talk to some real
customers and not just a chat agent. Yes.
117
00:07:30,992 --> 00:07:33,286
And maybe we need to really kind of
get out in the field.
118
00:07:33,286 --> 00:07:35,121
And if we're talking about $1 million
119
00:07:35,121 --> 00:07:38,666
decision, doesn't that doesn't
that validate warrant the time.
120
00:07:38,708 --> 00:07:40,751
Little bit of time and energy.
121
00:07:43,296 --> 00:07:44,922
I think it's quickly accelerating.
122
00:07:44,922 --> 00:07:47,925
And those are just some of the
the ways that I think about,
123
00:07:48,342 --> 00:07:51,888
you know,
that that efficiency and performance.
124
00:07:51,888 --> 00:07:58,644
And then he I think that a lot of people
when this first hit
125
00:07:59,353 --> 00:08:04,817
equated it to the robot, right,
the robot arm that comes in
126
00:08:04,817 --> 00:08:09,113
and does the same thing over and over
and over very fast, very, you know,
127
00:08:09,155 --> 00:08:12,158
automation,
128
00:08:12,200 --> 00:08:14,702
and when I first started hearing
129
00:08:14,702 --> 00:08:17,705
AI, it was, I don't need interns,
130
00:08:18,039 --> 00:08:21,042
I have ChatGPT.
131
00:08:22,710 --> 00:08:26,672
And that's problematic
for a lot of reasons.
132
00:08:26,714 --> 00:08:29,050
Right? Short and long term.
133
00:08:29,050 --> 00:08:33,179
In the in the short term, what happens to
134
00:08:33,262 --> 00:08:36,265
those people that we're going
to start learning from you?
135
00:08:36,307 --> 00:08:40,645
As an intern,
they're not going to get the internship.
136
00:08:41,062 --> 00:08:45,399
So you're not
you're not growing the candidate pool.
137
00:08:45,816 --> 00:08:49,237
And it's problematic
138
00:08:49,237 --> 00:08:52,240
from the oversight of the AI
139
00:08:52,657 --> 00:08:56,410
because you can't set it
and forget it like you
140
00:08:56,452 --> 00:09:00,248
possibly could a robot arm
and go work on something else.
141
00:09:00,540 --> 00:09:04,210
You need to be validating
that what you're getting is accurate.
142
00:09:04,418 --> 00:09:07,463
And certainly it's learning,
and certainly it's getting better.
143
00:09:07,672 --> 00:09:10,925
But, I don't know that
144
00:09:10,967 --> 00:09:13,970
we want to get rid of our interns
just yet.
145
00:09:14,178 --> 00:09:15,930
Agree with you because I think,
146
00:09:22,019 --> 00:09:24,230
not even shedding roles.
147
00:09:24,230 --> 00:09:27,400
It's how do you adjust roles that leverage
148
00:09:27,567 --> 00:09:39,704
to some things can be accelerated,
149
00:09:39,704 --> 00:09:42,832
but that doesn't mean you can take humans
completely out of the system.
150
00:09:43,249 --> 00:09:44,292
That's my perception.
151
00:09:44,292 --> 00:09:53,467
And yeah, what I've seen in
and to use the internet
152
00:09:53,551 --> 00:09:57,430
example, if you're not breach,
well guess what.
153
00:09:57,471 --> 00:10:00,433
When everybody is going out and retiring.
154
00:10:00,850 --> 00:10:02,685
We're going to put in their jobs. Right.
155
00:10:02,685 --> 00:10:07,398
And it's not like
AI is going to completely tight.
156
00:10:08,024 --> 00:10:11,027
Right now, can it
help?
157
00:10:11,360 --> 00:10:13,613
Of course, of course.
158
00:10:13,613 --> 00:10:17,825
I had a lunch last week with a
a large firm,
159
00:10:18,075 --> 00:10:23,164
and, they said, oh,
we were told our mandate this year
160
00:10:23,331 --> 00:10:26,167
is to find 20%
161
00:10:26,167 --> 00:10:30,171
of every job in the firm
and attribute it to AI.
162
00:10:30,171 --> 00:10:34,175
And I said, to what end?
163
00:10:34,800 --> 00:10:39,889
Like, because you're firing 20% of your
164
00:10:41,223 --> 00:10:44,226
people resources the following year.
165
00:10:44,685 --> 00:10:46,103
Like, why are we.
166
00:10:46,103 --> 00:10:47,980
What are you trying to accomplish?
167
00:10:47,980 --> 00:10:51,692
And they went. Oh.
168
00:11:07,541 --> 00:11:09,168
Said, wait a second.
169
00:11:09,168 --> 00:11:12,505
Maybe I can use identify
170
00:11:12,505 --> 00:11:15,758
the segments
where I should be selling or targeting,
171
00:11:15,800 --> 00:11:19,679
and I can become more efficient
in my sales process
172
00:11:19,679 --> 00:11:22,682
or my
173
00:11:23,057 --> 00:11:23,724
improve
174
00:11:23,724 --> 00:11:27,728
how we're actually distributing,
you know, other parts of the business,
175
00:11:27,728 --> 00:11:33,109
not necessarily marketing,
but operations versus one who doesn't.
176
00:11:33,150 --> 00:11:37,905
Well, okay,
probably the value of the one that's doing
177
00:11:37,988 --> 00:11:40,116
some of these things
is going to be higher.
178
00:11:40,116 --> 00:11:44,620
Because you're going to see higher
those types of things.
179
00:11:44,620 --> 00:11:46,914
But nowhere in that sentence is it.
180
00:11:46,914 --> 00:11:49,333
Oh well let's, let's eliminate
all the humans
181
00:11:49,333 --> 00:11:52,962
who are actually helping to, to
to to make this happen.
182
00:11:53,295 --> 00:11:54,004
And I think that's
183
00:11:54,004 --> 00:11:58,551
one of the keys is again, it's
how do you augment, how do you accelerate.
184
00:11:59,176 --> 00:12:02,263
And at the same time,
if you're employing some of these things,
185
00:12:02,263 --> 00:12:05,933
how do you also adjust
people's roles and jobs
186
00:12:05,933 --> 00:12:10,062
so that they're then overseeing
if something is also on the way?
187
00:12:10,479 --> 00:12:10,855
Yeah.
188
00:12:10,855 --> 00:12:15,109
To make sure that you're in the jeopardy!
189
00:12:15,192 --> 00:12:18,487
Well, and I think to use AI just because
190
00:12:19,280 --> 00:12:23,033
I said use AI is probably the wrong
191
00:12:24,160 --> 00:12:25,828
the wrong adjustment.
192
00:12:25,828 --> 00:12:26,370
That's right.
193
00:12:26,370 --> 00:12:30,332
So if there's a purpose to employing AI,
194
00:12:31,167 --> 00:12:33,252
then I think it's a little
and it's a little easier
195
00:12:33,252 --> 00:12:36,255
to make it concrete
and to make it efficient.
196
00:12:37,256 --> 00:12:45,806
But not just in their functions.
197
00:12:46,807 --> 00:12:53,689
As an advice level.
198
00:12:53,898 --> 00:12:56,650
Right. Governance and oversight.
199
00:12:56,650 --> 00:13:05,910
Really easy to have where it might be.
200
00:13:07,286 --> 00:13:15,085
When suddenly there's a reputation brand
201
00:13:15,127 --> 00:13:18,964
or you know one same thing.
202
00:13:18,964 --> 00:13:21,884
And guess what. They don't, they don't,
they don't square.
203
00:13:21,884 --> 00:13:23,302
Right. Market. Right.
204
00:13:23,302 --> 00:13:31,894
And so I think those are some kind of as.
205
00:13:32,102 --> 00:13:34,814
Yeah. Do we have our arms around this
the right way.
206
00:13:34,814 --> 00:13:38,275
Do do you solve that
with an enterprise system.
207
00:13:39,693 --> 00:13:42,112
Like is that the is that the solution.
208
00:13:42,112 --> 00:13:44,031
I think it's an enterprise approach.
209
00:13:44,031 --> 00:13:45,407
Okay. And and how do you think
210
00:13:59,463 --> 00:14:01,090
inside of things.
211
00:14:01,090 --> 00:14:04,093
How do you
212
00:14:10,891 --> 00:14:11,851
what are our rules,
213
00:14:11,851 --> 00:14:15,771
those kinds of kind of, questions
214
00:14:15,771 --> 00:14:20,025
that used to be reviewed
by legal compliance etc..
215
00:14:20,150 --> 00:14:21,151
They don't go away.
216
00:14:21,151 --> 00:14:24,154
Right. But
217
00:14:27,992 --> 00:14:31,245
because my understanding
of an enterprise system
218
00:14:31,245 --> 00:14:34,248
is that you can give it
things like brand scope and,
219
00:14:34,707 --> 00:14:38,460
and it can operate within the
that parameters.
220
00:14:39,628 --> 00:14:41,755
And then you train it.
221
00:14:41,755 --> 00:14:42,965
Right? Right.
222
00:14:42,965 --> 00:14:47,803
So that it learns your brand the way
you want things talked about the way.
223
00:14:48,345 --> 00:14:53,726
So that kind of governance and oversight
can create a powerful tool.
224
00:14:54,184 --> 00:14:57,271
Versus not having it right.
225
00:14:57,313 --> 00:15:01,483
Versus Bob uses chat, and and Jane uses
226
00:15:01,942 --> 00:15:06,322
Claude, and, you know,
and somebody else is used Gemini.
227
00:15:06,322 --> 00:15:10,159
And and there's not any specific,
228
00:15:10,743 --> 00:15:13,495
colons between everyone.
229
00:15:13,495 --> 00:15:14,663
That's right.
230
00:15:14,663 --> 00:15:24,089
Kind of small and mid-sized companies.
231
00:15:24,089 --> 00:15:24,632
And she
232
00:15:32,389 --> 00:15:34,141
kind of accelerates
233
00:15:34,141 --> 00:15:37,353
if you thought it or growing
234
00:15:37,728 --> 00:15:41,523
your business, it
it accelerates the strategy
235
00:15:41,523 --> 00:15:44,526
and the insights and,
and kind of those types of things.
236
00:15:44,693 --> 00:15:51,825
But how do you know things.
237
00:15:52,242 --> 00:15:52,826
And so I think that's
238
00:15:52,826 --> 00:15:56,413
going to be one of the interesting things
that we'll start to see more
239
00:15:56,622 --> 00:16:04,129
and kind of switching it
over into
how do we actually use this
240
00:16:04,171 --> 00:16:07,132
in a systematic way.
241
00:16:08,759 --> 00:16:09,885
Enterprise system
242
00:16:09,885 --> 00:16:13,973
as well as you know these things are okay.
243
00:16:14,098 --> 00:16:15,516
Absolutely.
244
00:16:15,516 --> 00:16:20,688
We we're having a conversation
with a, a buying group
245
00:16:20,854 --> 00:16:26,485
that uses AI to read line there in days.
246
00:16:26,777 --> 00:16:27,194
Right.
247
00:16:27,194 --> 00:16:31,281
So in our process, you
when you go to market, you sign
248
00:16:31,281 --> 00:16:35,035
an NDA prior to receiving information
that proprietary.
249
00:16:37,579 --> 00:16:40,958
And we can get to confidentiality
and AI in a minute.
250
00:16:40,958 --> 00:16:43,210
But the, the NDA
251
00:16:44,294 --> 00:16:47,464
itself is, you know, a one page document.
252
00:16:47,464 --> 00:16:49,883
It's not really generally
that big of a deal.
253
00:16:49,883 --> 00:16:53,637
There's a few terms that are, you know,
we like 12 months.
254
00:16:53,637 --> 00:16:55,347
We like eight, you know, 24.
255
00:16:55,347 --> 00:16:57,099
We'll settle on 18.
256
00:16:57,099 --> 00:17:01,729
So they put the document into,
257
00:17:02,563 --> 00:17:05,065
not even chat into Gemini.
258
00:17:05,065 --> 00:17:08,444
And they had Gemini added it
and they sent it back.
259
00:17:08,610 --> 00:17:12,823
And they said,
we assume that you're using an AI tool
260
00:17:13,032 --> 00:17:15,951
to redline this.
261
00:17:15,951 --> 00:17:18,954
I was like, no.
262
00:17:19,455 --> 00:17:20,748
100% no.
263
00:17:20,748 --> 00:17:25,502
And one of our partners I touched on
goes, well, why aren't we then?
264
00:17:25,669 --> 00:17:29,548
And I'm like, because now
you're going to have a redlining for AI.
265
00:17:30,632 --> 00:17:31,675
What?
266
00:17:31,675 --> 00:17:33,969
How long is that going to take?
267
00:17:33,969 --> 00:17:36,138
Right. It's going to not even come back.
268
00:17:36,138 --> 00:17:37,514
It's going to come back and say
269
00:17:37,514 --> 00:17:40,100
we won't talk to each other or something
silly, right?
270
00:17:40,100 --> 00:17:43,103
Because they're each going to go back
and forth and cut things out.
271
00:17:43,395 --> 00:17:46,356
What do you end up with? Is it actually.
272
00:17:46,356 --> 00:17:47,649
Is it actually stable?
273
00:17:49,193 --> 00:17:50,652
So I do worry that
274
00:17:50,652 --> 00:18:00,871
about things like that as we head
further down into an interesting article.
275
00:18:01,872 --> 00:18:02,790
So whatever.
276
00:18:02,790 --> 00:18:05,375
You're
277
00:18:05,375 --> 00:18:08,378
right, a discoverable
278
00:18:09,004 --> 00:18:09,505
formation.
279
00:18:09,505 --> 00:18:12,966
So correct
that that gets to the what guardrails
280
00:18:12,966 --> 00:18:16,720
do you have right in mind,
especially with sensitive information and.
281
00:18:16,762 --> 00:18:17,429
Right.
282
00:18:17,429 --> 00:18:20,724
And of agents.
283
00:18:21,141 --> 00:18:26,063
Well and we you know on our we are highly
sensitive to confidential information.
284
00:18:26,105 --> 00:18:26,355
Right.
285
00:18:26,355 --> 00:18:29,358
We're getting all of the information
about a company.
286
00:18:29,525 --> 00:18:32,945
And discoverability is a key factor
287
00:18:33,112 --> 00:18:36,532
because ultimately somebody's
going to diligence it.
288
00:18:37,116 --> 00:18:40,410
And if there's a problem in a transaction,
289
00:18:40,577 --> 00:18:43,580
everything that we have communicated
290
00:18:43,831 --> 00:18:45,499
is discoverable.
291
00:18:45,499 --> 00:18:50,254
So, you know, even even using AI,
292
00:18:50,254 --> 00:18:55,425
we don't do a lot of it
within the operations of the company.
293
00:18:55,843 --> 00:18:58,011
We use it more for
294
00:18:59,096 --> 00:19:00,264
I have a report
295
00:19:00,264 --> 00:19:03,267
about the people
that are coming to the meeting.
296
00:19:04,101 --> 00:19:05,602
Yeah. Help me put together.
297
00:19:05,602 --> 00:19:07,646
Right. Right.
298
00:19:07,646 --> 00:19:09,481
Yeah, exactly.
299
00:19:09,481 --> 00:19:12,484
So it's more assistant based,
300
00:19:12,651 --> 00:19:15,904
whereas I know that
there are organizations that are like.
301
00:19:15,904 --> 00:19:18,532
Right. My sim.
302
00:19:18,532 --> 00:19:21,493
And we just don't think
that's a good idea.
303
00:19:29,334 --> 00:19:30,460
What's not possible?
304
00:19:30,460 --> 00:19:30,836
Right.
305
00:19:30,836 --> 00:19:36,091
And what what could agree with you?
306
00:19:36,175 --> 00:19:37,217
Yeah.
307
00:19:37,217 --> 00:19:38,302
We don't.
308
00:19:38,302 --> 00:19:43,182
And the other one that that we do that,
I, I think we're starting to get
309
00:19:43,182 --> 00:19:47,603
some pushback on buyers
love to have a note takers
310
00:19:48,478 --> 00:19:51,481
in meetings with owners.
311
00:19:52,649 --> 00:19:55,277
Why is that good for the owners?
312
00:19:55,277 --> 00:19:56,111
Right.
313
00:19:56,111 --> 00:19:59,072
So anything and everything they say
314
00:19:59,531 --> 00:20:03,160
is gonna be transcribed and can be
315
00:20:04,161 --> 00:20:06,955
effectively used against them.
316
00:20:06,955 --> 00:20:09,499
And so I, I said that to,
317
00:20:10,626 --> 00:20:15,088
to one of the groups that we're working
with a, a larger leadership team
318
00:20:15,088 --> 00:20:20,969
and they have an advisory board and etc.,
and I said, we don't use AI in meetings.
319
00:20:21,094 --> 00:20:23,764
And they're like, why? Well,
remember what they ask.
320
00:20:23,764 --> 00:20:28,477
I said, take notes on paper with a pencil,
321
00:20:28,977 --> 00:20:32,606
because everything you say in
that meeting will be in that transcript.
322
00:20:32,773 --> 00:20:35,692
And if there's ever a problem,
323
00:20:35,692 --> 00:20:37,611
it's on record.
324
00:20:37,611 --> 00:20:40,572
And
they're like,
does that apply to other meetings?
325
00:20:40,572 --> 00:20:43,575
I'm like, pretty sure pretty sure it does.
326
00:20:43,825 --> 00:20:48,288
I think we're also going to see,
down the down the line.
327
00:20:48,288 --> 00:20:51,291
Not yet, but not far down the line.
328
00:20:51,500 --> 00:20:54,711
I think that companies
that are using enterprise
329
00:20:55,420 --> 00:20:58,048
AI, the AI itself,
330
00:20:58,048 --> 00:21:01,051
is going to become part
of the diligence process.
331
00:21:01,051 --> 00:21:03,804
Because it's the IP of your company.
332
00:21:03,804 --> 00:21:05,305
That's right.
333
00:21:05,305 --> 00:21:06,265
That's right.
334
00:21:06,265 --> 00:21:10,143
Once an enterprise system is set up,
then suddenly that becomes part of the
335
00:21:10,185 --> 00:21:12,271
it's part of what you're selling.
Part of what you're selling.
336
00:21:12,271 --> 00:21:12,437
Yeah.
337
00:21:12,437 --> 00:21:20,570
They bought all their data
because they just want to ingest that IP.
338
00:21:20,696 --> 00:21:22,281
Right. And and learn
339
00:21:26,410 --> 00:21:27,452
that happening very clearly.
340
00:21:27,452 --> 00:21:28,036
Yeah.
341
00:21:28,036 --> 00:21:31,415
I think that's, I think that's and I,
I think they're starting
342
00:21:31,456 --> 00:21:34,626
to see it at the larger deal levels.
343
00:21:34,960 --> 00:21:38,255
And we what we see is that trickles down
pretty quickly.
344
00:21:38,630 --> 00:21:41,633
So if you're building an enterprise
345
00:21:42,092 --> 00:21:44,511
documentation,
346
00:21:44,511 --> 00:21:47,514
all those guardrails, all the governance,
all that policy,
347
00:21:48,515 --> 00:21:51,226
you're going to need all of that
and diligence
348
00:21:51,226 --> 00:21:54,896
to show the buyer
that you have created something.
349
00:21:56,023 --> 00:21:58,233
And the companies
that are doing that better,
350
00:21:58,233 --> 00:22:00,235
more efficiently, more effectively.
351
00:22:00,235 --> 00:22:01,737
I think we'll see a bump in there.
352
00:22:01,737 --> 00:22:03,530
Multiples. Right.
353
00:22:03,530 --> 00:22:14,207
Which is it's a it's the analog getting
the sales and those types of things.
354
00:22:14,207 --> 00:22:19,588
If you have time in terms
355
00:22:19,588 --> 00:22:26,261
of how I'm going to market.
356
00:22:26,595 --> 00:22:28,138
That's a that's a better.
357
00:22:28,138 --> 00:22:31,975
But who's not doing that.
358
00:22:32,017 --> 00:22:34,519
Yeah. So yeah absolutely.
359
00:22:34,519 --> 00:22:39,900
So in marketing
what's the most valuable AI component.
360
00:22:39,983 --> 00:22:40,692
Yeah. I think
361
00:22:44,696 --> 00:22:45,739
predictive analytics
362
00:22:45,739 --> 00:22:53,914
that's clearly for the direct
to consumer side
363
00:22:53,955 --> 00:22:56,958
from, from
364
00:23:00,629 --> 00:23:02,464
I think the other bread and butter
365
00:23:02,464 --> 00:23:10,263
is really at this point around of assets.
366
00:23:10,806 --> 00:23:13,683
Which by the way
still have to check them out.
367
00:23:13,683 --> 00:23:16,645
Yeah. We've all seen out there.
368
00:23:16,645 --> 00:23:21,691
Oh my goodness I saw one on my Facebook
feed like yesterday.
369
00:23:22,067 --> 00:23:25,070
And it was,
370
00:23:25,362 --> 00:23:28,407
it had a heading on top of it
371
00:23:28,407 --> 00:23:32,160
that said something
about retail clothing.
372
00:23:32,411 --> 00:23:35,372
And then it was a picture of a completely
373
00:23:35,372 --> 00:23:38,375
unrelated, like, kitchen item.
374
00:23:38,417 --> 00:23:42,963
And I was like,
I still can't get it right, guys.
375
00:23:44,172 --> 00:23:47,175
Not ready for no governance.
376
00:23:47,467 --> 00:23:48,051
Exactly.
377
00:23:48,051 --> 00:23:54,975
It's about dimension
378
00:23:54,975 --> 00:24:00,021
and account based market, these systems
to do that more efficiently.
379
00:24:00,147 --> 00:24:04,151
But you still send me
human review right.
380
00:24:04,151 --> 00:24:05,026
Whatever.
381
00:24:08,822 --> 00:24:09,322
The second
382
00:24:09,322 --> 00:24:15,787
I think is really and then increasingly
383
00:24:16,413 --> 00:24:20,083
you see it starting to take place
on the execution side.
384
00:24:20,125 --> 00:24:23,962
So can I create an orchestrated,
385
00:24:24,379 --> 00:24:28,633
the product
386
00:24:28,633 --> 00:24:32,137
or service
in a much quicker way than I could before?
387
00:24:32,179 --> 00:24:34,222
So that's kind of where we are right now.
388
00:24:34,222 --> 00:24:37,809
So that could be not just
automated email campaigns,
389
00:24:37,809 --> 00:24:41,062
but when you tie it
to the creative generation
390
00:24:41,062 --> 00:24:45,984
together,
391
00:24:46,318 --> 00:24:49,279
I can see whether Deborah, has
she opened it.
392
00:24:49,279 --> 00:24:51,281
If she didn't, then what's my next action?
393
00:24:51,281 --> 00:24:53,700
Those are all common things before AI.
394
00:24:53,700 --> 00:24:59,331
But now the difference there a new idea.
395
00:24:59,331 --> 00:25:02,209
There's something that's already
kind of percolating in the system.
396
00:25:02,209 --> 00:25:05,212
So I think that's
where from a marketing perspective.
397
00:25:05,253 --> 00:25:09,758
And that's really the go to market
kind of selling.
398
00:25:10,050 --> 00:25:10,634
Buying
399
00:25:13,970 --> 00:25:14,888
the other bread and
400
00:25:14,888 --> 00:25:18,600
butter I see is really on the insights
side of things.
401
00:25:18,767 --> 00:25:19,100
Yeah.
402
00:25:19,100 --> 00:25:24,105
Where, you know, what used to take 3
or 4 months to, to to really understand
403
00:25:24,105 --> 00:25:27,359
what's happening in market can now like
take place in a matter of hours.
404
00:25:27,817 --> 00:25:31,196
And that's a substantial change.
405
00:25:31,571 --> 00:25:33,365
But it also brings with it.
406
00:25:33,365 --> 00:25:35,617
How do you validate that. It
does.
407
00:25:35,617 --> 00:25:37,577
And so so it brings some good.
408
00:25:37,577 --> 00:25:39,204
But then there also is the
409
00:25:39,204 --> 00:25:43,124
how do you validate what you've actually
just gotten in a matter of hours.
410
00:25:43,208 --> 00:25:48,380
And there's a phrase that,
that I sometimes use, where, where CEOs
411
00:25:48,380 --> 00:25:52,175
and other members of the leadership team
become kind of in effect, pocket moss.
412
00:25:52,759 --> 00:25:54,427
And it's well, wait a second.
413
00:25:54,427 --> 00:25:58,098
I just asked ChatGPT and said
I want to launch this new product
414
00:25:58,098 --> 00:26:03,478
and it just literally in 15 minutes told
me, you know, brought a placement pricing
415
00:26:03,478 --> 00:26:07,566
all of these things and then why can't,
why can't let's just go with it.
416
00:26:07,566 --> 00:26:11,236
And it's like yes, well
you should make sure it's right first.
417
00:26:12,028 --> 00:26:12,612
Right.
418
00:26:12,612 --> 00:26:15,282
So you've, you've you've sped up perhaps
419
00:26:15,282 --> 00:26:18,451
the, the insights
and a little bit of the strategy.
420
00:26:18,451 --> 00:26:19,953
But then you have to make
421
00:26:22,122 --> 00:26:24,374
execution and oversight.
422
00:26:24,374 --> 00:26:27,502
Sure.
423
00:26:27,961 --> 00:26:29,754
But you still have to have that
human oversight.
424
00:26:29,754 --> 00:26:33,758
That's how I see things really coming
alive right now in the marketing sector.
425
00:26:34,134 --> 00:26:37,137
The other thing that that I would say
426
00:26:37,596 --> 00:26:40,599
that that we see a lot now is
427
00:26:41,182 --> 00:26:43,810
think of it
as a creation of durable assets.
428
00:26:43,810 --> 00:26:46,771
So it used to be somebody would say, oh,
429
00:26:46,938 --> 00:26:49,816
you know, my sales are down
or I need to launch this new product.
430
00:26:49,816 --> 00:26:52,819
And it's it's a very tactical one time.
431
00:26:53,903 --> 00:26:55,614
Assignment so to speak.
432
00:26:55,614 --> 00:26:56,948
Okay. We don't know how to do that here.
433
00:26:56,948 --> 00:27:01,244
So let's bring in a fractional or sales
or marketing or whatever it might be.
434
00:27:01,870 --> 00:27:05,665
And that was
what was kind of the, the, the output.
435
00:27:05,790 --> 00:27:10,045
And now I think some of the things
that are able to be created
436
00:27:10,045 --> 00:27:13,381
are much more durable assets in terms of,
okay.
437
00:27:13,423 --> 00:27:16,468
It's not just a one time thing on
how are we going to increase sales?
438
00:27:16,468 --> 00:27:20,430
It's here's
this process that you can leverage AI for
439
00:27:20,847 --> 00:27:24,142
to help you create a repeatable process
that becomes
440
00:27:24,142 --> 00:27:27,771
one of your durable assets over time
and, and again,
441
00:27:27,896 --> 00:27:31,399
have to have the right oversight,
have have the right kind of people looking
442
00:27:32,817
--> 00:27:34,277
at that switch
443
00:27:34,277 --> 00:27:37,280
is one I think that's really important,
especially for,
444
00:27:38,114 --> 00:27:40,241
small and mid-sized companies who perhaps
445
00:27:40,241 --> 00:27:43,244
didn't have access to that before.
446
00:27:43,244 --> 00:27:45,997
Where you would have to hire a big agency
to do a lot of things,
447
00:27:45,997 --> 00:27:51,920
which common at a huge company,
but where mid-sized company,
448
00:27:52,170 --> 00:27:55,131
that's where you've got to really
make sure you've
449
00:27:55,131 --> 00:27:58,885
leveraging these things,
but also making sure you're leveraging for
450
00:27:58,968 --> 00:28:03,390
for the duration and the right oversight
and how you set up your team for success.
451
00:28:03,765 --> 00:28:05,475
Yeah, I think that's key.
452
00:28:05,475 --> 00:28:09,270
But again, governance, human being.
453
00:28:09,646 --> 00:28:10,605
Right.
454
00:28:10,605 --> 00:28:14,526
And there's still going to be things
and jobs and roles
455
00:28:14,734 --> 00:28:17,737
that I can't do.
456
00:28:18,279 --> 00:28:21,032
And I think that
457
00:28:21,032 --> 00:28:25,078
it's an important distinction to know
when you're working with a company,
458
00:28:25,120 --> 00:28:28,123
what's going to be a
I, what's going to be a person
459
00:28:29,249 --> 00:28:34,713
for that conversation.
460
00:28:35,338 --> 00:28:38,341
And and really
461
00:28:40,802 --> 00:28:43,304
and and to the point used earlier
462
00:28:43,304 --> 00:28:46,307
we're going to 20%.
463
00:28:46,558 --> 00:28:50,228
You know we're going to implement
20% use of AI.
464
00:28:50,311 --> 00:28:53,273
Well what does that mean. Right.
465
00:28:53,481 --> 00:28:54,607
Like I.
466
00:28:54,607 --> 00:28:56,943
Does that's been some parameters.
467
00:28:56,943 --> 00:28:59,863
And spike that out a little bit. Right.
468
00:28:59,863 --> 00:29:04,367
Oh 20% increase in
469
00:29:04,451 --> 00:29:08,455
what is our normal, you know, sales rate.
470
00:29:08,496 --> 00:29:09,372
Right.
471
00:29:09,372 --> 00:29:13,293
We're able to things faster
472
00:29:13,293 --> 00:29:16,296
or get insights more quickly.
473
00:29:16,463 --> 00:29:21,050
But the blanket statements mean people
could also use it for the wrong things
474
00:29:21,050 --> 00:29:24,888
that don't grow the business right,
or the business interest in the right way.
475
00:29:25,013 --> 00:29:25,346
Right.
476
00:29:25,346 --> 00:29:30,101
Or at least in the way that the leadership
team has decided is the right way.
477
00:29:30,185 --> 00:29:30,769
That's right.
478
00:29:30,769 --> 00:29:34,355
Because I think you could easily
go down a rabbit hole,
479
00:29:35,190 --> 00:29:39,444
with AI
and just tangentially go that way
480
00:29:48,411 --> 00:29:49,829
down a rabbit hole.
481
00:29:49,829 --> 00:29:54,042
If the enterprise is not saying this is
what we're doing, what we're doing.
482
00:29:54,209 --> 00:29:56,085
Yeah. Then then that's time.
483
00:29:56,085 --> 00:29:57,378
That's also lost.
484
00:29:57,378 --> 00:29:58,463
Correct. Correct.
485
00:29:58,463 --> 00:30:01,466
20% in the wrong direction is
486
00:30:01,633 --> 00:30:04,636
less than helpful.
487
00:30:05,178 --> 00:30:08,181
40% less for helpful, actually.
488
00:30:09,390 --> 00:30:12,477
Oh, well, Stephen,
thank you so much for for joining me.
489
00:30:12,519 --> 00:30:16,022
I always wrap up with a single question.
490
00:30:16,105 --> 00:30:21,861
If you weren't doing what you do now
and you could go in any other direction
491
00:30:22,904 --> 00:30:25,907
in terms of a job,
where would you be going?
492
00:30:40,296 --> 00:30:41,422
The approach to how
493
00:30:41,422 --> 00:30:44,509
I would think about where I've been
because I love I love my
494
00:30:44,551 --> 00:30:48,596
my experience and everything
I've done from living in Brazil, Mexico,
495
00:30:48,680 --> 00:30:51,683
working in Asia, those,
these, these types of things,
496
00:30:57,105 --> 00:30:58,731
just much earlier
497
00:30:58,731 --> 00:31:06,948
kind of understanding as I work
with people and I just want to understand
498
00:31:06,948 --> 00:31:11,953
kind of their North Star
a lot faster earlier days.
499
00:31:12,120 --> 00:31:12,537
Okay.
500
00:31:12,537 --> 00:31:16,624
So really coming in and understanding,
you know, so you just want to be younger.
501
00:31:17,250 --> 00:31:19,878
Well, don't we all know that?
502
00:31:19,878 --> 00:31:21,170
I can handle that. But yeah,
503
00:31:23,548 --> 00:31:25,174
no regrets from where I've been.
504
00:31:25,174 --> 00:31:31,472
Just really looking forward to.
505
00:31:32,098 --> 00:31:34,225
Great. Well, thank you very much.
506
00:31:34,225 --> 00:31:35,560
If you'd like to get in touch
507
00:31:35,560 --> 00:31:39,772
with Steven, his, contact
information is on the podcast page.
508
00:31:39,772 --> 00:31:44,027
And if you have not already,
like, subscribe and follow touchtone talks
509
00:31:44,027 --> 00:31:46,487
so you don't miss any more.
Great speakers.
510
00:31:46,487 --> 00:31:47,155
Great to be here.
511
00:31:47,155 --> 00:31:47,572
Thank you.
512
00:31:47,572 --> 00:31:50,575
Thank you.
513
00:31:51,117 --> 00:31:56,414
Meet. Him.
514
00:31:58,082 --> 00:32:01,085
Maybe it.
515
00:32:02,545 --> 00:32:04,005
Means we.