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About Marketing Can't Be the Company's AI Bottleneck: Neil Tewari | 10 Minute Martech Ep. 35
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It’s easy to blame the AI when a campaign underperforms. Neil Tewari says the real problem is buried three systems deep in the tech stack — and it's costing them 5–10x the output they could be getting. Tewari has a front-row seat to hundreds of marketing teams modernizing their stacks, and he's seeing a clear split between the ones scaling output 5–10x and the ones stuck blaming the model. In this conversation, he explains why CMOs now need to understand their own Salesforce objects, why legacy platforms like Marketo actively restrict data portability, and why he expects token spend to outpace advertising spend within five years. Neil's 3 Takeaways: - The teams getting 5–10x output from AI aren't better at prompting — they've built infrastructure that gives agents full context (deal signals, call transcripts, account history) before a single draft gets written. - Marketo's limited APIs restrict how much data can leave the platform, which Tewari argues is prohibitive for marketing teams trying to build composable, AI-ready systems. - Tewari predicts token spend will overtake advertising and marketing spend within five years, following the same adoption curve engineering and sales teams already went through with AI tooling. Chapters: 00:00 - Intro 00:40 - What Winning Marketing Teams Do 02:47 - Context and Agentic Campaigns 04:09 - Where to Start With Infrastructure 06:18 - Modernizing Legacy Stacks 08:05 - Composable Data and Open APIs 09:51 - Token Spend and Pricing Shift 11:29 - Future Agentic Team Structure Connect: Neil Tewari: https://www.linkedin.com/in/neiltewari/ Sara Faatz: www.linkedin.com/in/sara-faatz-b67213 Progress: https://www.progress.com Conversion: https://conversion.ai/ ---- Follow us on social: / https://twitter.com/Sitefinity / https://www.facebook.com/sitefinity / https://www.linkedin.com/showcase/progress-sitefinity/ #MarTech #aimarketing #marketingdigital
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