Spikes Excitement Talk #224 with David Krampe

What happens when marketing stops being the “decoration at the end of the value chain” and becomes a genuine lens into the market?

In this episode, Gordon Euchler talks with David Krampe, Head of Marketing & Sales Enablement Europe North at Michelin, about connecting the things organizations too often keep apart: technology and customers, data and human behavior, strategy and execution, and marketing and sales.

David shares how his career in a highly technical, engineering-driven environment taught him to translate technology into tangible customer value  and why marketing needs to earn its place at the table early in the process.

Rather than asking whether AI will replace people, David argues for a more useful question: How can AI help people focus on what humans do best? From sharper customer insights to better coaching and less friction in sales and marketing, the opportunity is not simply greater efficiency but more human connection. They also explore what companies can learn from the explosive growth of AI businesses, the organizational chaos that can accompany hypergrowth, and why curiosity and adaptability may matter more than ever.

Tune in for a thought-provoking conversation about making technology work for people and using AI not to make commercial organizations less human, but more human.