Buying MarTech is easy. Deciding what you want it to do is the hard part, and AI has removed the last excuse for putting that decision off. Frans Riemersma, founder of MartechTribe, is back to swap notes with Emma Storbacka on use cases, scale and why outperformers do less.


00:00 Introducing Frans Riemersma

01:31 How value engineering became the focus

07:13 A use case is not a capability

14:43 Why scale is a leadership question

19:06 Decide what you are actually trying to do

27:53 What outperformers do differently

34:25 Fast data and slow data

38:23 AI turns everything into a decision

45:08 Leadership, humility and emotions as data

55:41 The CMO title and the machine from hell

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