This episode unpacks how AI and the explosive growth of martech are transforming marketing and operations. Scott explains why AI adoption is at the same transformative scale as the arrival of the internet, and why businesses must embrace it now. As the creator of the Martech landscape graphic, which has grown from 150 tools in 2011 to over 15,000 today, we ask Scott how big will it grow - maybe the “Martech 500 Million” when custom-built AI tools are factored in?

We unpack how agile management principles are helping organisations adapt faster to rapid tech changes, with practical sprint-based approaches.
The shift from “suite vs. best-of-breed” to flexible platform ecosystems, enabling businesses to plug in the best tools as needs evolve. And how we
balance innovation with authenticity, from creating AI-powered customer agents to playful “AI twins” that enhance engagement without deceiving audiences.

🔑 Key Takeaways:

👉  Experiment Relentlessly, But With Guardrails – Encourage team curiosity and trials of new AI tools, while protecting sensitive data and keeping transparency with customers.
👉  Data Quality is Non-Negotiable – Clean, well-governed data is the foundation for successful AI integration and accurate, impactful results.
👉  Empowerment is the AI Advantage – The true power of AI lies in enabling individuals to create, iterate, and execute ideas faster than ever, supported by adaptable tech stacks.

How To Build Marketing Momentum with AI & Martech (ft. HubSpot VP Platform Ecosystem)

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How To Build Marketing Momentum with AI & Martech (ft. HubSpot VP Platform Ecosystem)

Under The Hood