very well thought out informative piece. i particularly love this quote: "AI lets you scale any behavior. But scaling the wrong behavior just creates wrong outcomes faster. The companies that will win aren’t the ones doing more. They’re the ones who figured out what to stop."
your 3 filters for marketing activities is a great approach for adapting to this rapidly shifting landscape.
Thank you Lisa. That line is probably the one I wrestled with most while writing this. The "what to stop" question is deceptively hard because most marketing teams still measure themselves by output volume. Glad it landed.
100. It's tough when incentives (ie what we're measuring) don't necessarily match what is best for the customer, which is tough common dynamic tension I've found. What we measure (which ultimately drives behaviors of teams) need to change to accurately reflect this shifting landscape, so it incentivizes the right kinds of action. It's not the only barrier, but one I've personally observed.
Exactly. The measurement problem is upstream of everything else. Teams don't choose to do the wrong things, they get rewarded for them. That's part of what I'm digging into in upcoming pieces.
very well thought out informative piece. i particularly love this quote: "AI lets you scale any behavior. But scaling the wrong behavior just creates wrong outcomes faster. The companies that will win aren’t the ones doing more. They’re the ones who figured out what to stop."
your 3 filters for marketing activities is a great approach for adapting to this rapidly shifting landscape.
Thank you Lisa. That line is probably the one I wrestled with most while writing this. The "what to stop" question is deceptively hard because most marketing teams still measure themselves by output volume. Glad it landed.
100. It's tough when incentives (ie what we're measuring) don't necessarily match what is best for the customer, which is tough common dynamic tension I've found. What we measure (which ultimately drives behaviors of teams) need to change to accurately reflect this shifting landscape, so it incentivizes the right kinds of action. It's not the only barrier, but one I've personally observed.
Exactly. The measurement problem is upstream of everything else. Teams don't choose to do the wrong things, they get rewarded for them. That's part of what I'm digging into in upcoming pieces.