AI, Analytics and the Future of Go-To-Market According to Mark Stouse
Marketing expert, Aaron Hassen recently down with Mark Stouse, CEO of ProofAnalytics.ai to discuss the current state of Go-To-Market (GTM) and how companies can make more informed decisions, become more resilient and improve the results they are getting from thier investments.
Mark is a regular columnist for MarTech and a commentator for Forbes Business Council. He uses data science to solve business problems with an unbiased perspective. As a result, leaders begin to ask the right questions, pursue ideal strategies and improve outcomes. Don't miss this profound conversation on Ai and the future of GTM with Mark Stouse.
Topics covered in this video include:
01:15 - The moment Hewlett Packard's CFO challenged Mark's approach to marketing
03:58 - How to know with clarity if your marketing is performing
07:26 - Mark challenges a traditional marketing approach to new customer acquisition
11:22 - Market timing, unpredictability and start of ProofAnalytics
13:20 - How AI is bringing accountability to business decisions and investments
16:55 - How Mark uses Ai to help improve his own thinking
17:41 - The fallacies and misconceptions of data-driven decision making
23:44 - Understanding sales and marketing dynamics and responding to market changes
26:52 - Using marketing as a sales multiplier
29:00 - How to more effectively understand return on investment
30:26 - The crucial mistake of moving marketing funds to sales
32:36 - The connection between poor performance and poor business acumen
33:49 - Using causal analytics to mitigate business risk in a volatile economy
36:21 - The transition from Software as a Service (SaaS) to Software-Enabled Service
39:09 - Preview of Mark's upcoming book on the current state of Go-To-Market
41:20 - The importance of data readiness in an Ai-enabled business environment
42:56 - The impact of Agentic Ai purchasing in B2B
44:47 - Marketing to Ai agents
47:26 - Improving GTM spending in 2025
50:50 - The danger of cutting multipliers like marketing and customer success
Video mentions include:
Hewlett Packard, Causal Analytics, Market Timing, Artificial Intelligence, ChatGPT, Data Visualization, GPS, Sales Effectiveness, ROI, Go-To-Marketing, Risk Management, Economic Volatility, SaaS, Data Readiness, Fraud Detection, CRM, B2B, Agentic Ai, RFPs
