Insight Track: Atrium's Interview Series

Einstein GPT, Tableau GPT, ChatGPT... Generative AI has emerged in the market with incredible buzz. But what are the real use cases and tactical approaches companies can take advantage of and employ right now? How can they plan for an increasingly AI-supercharged future? Latané Conant, Chief Market Officer at 6sense, discusses the real-world power of generative AI that sales and marketing can leverage to improve productivity, boost personalization, see measurable wins, and keep ahead of the competition.

Is CDP the new CRM? Christopher Dean, a CMT leader at Salesforce, discusses the evolution of data unification, including CRM as the canonical record of data and CDP as the action engine on top of it. In conversation, he details combining core Salesforce capabilities with communications and media industry-specific capabilities, a powerful focus on monetization for subscriber and ad sales customers, and doing more to deliver on the promise of Customer 360.

With more and more companies making the transition to the data economy, themes of quality, governance, and technological ROI take center stage. Mark Fleming, a sales leader at Snowflake, discusses the nirvana achievement of centralized data to create meaningful outcomes, the power of communication and storytelling across internal teams to bolster collaboration and buy-in, and trends around further simplification of data sharing for long-term adaptability and success.

With an adaptive mindset and diverse stakeholders around the same table, a future wherein salespeople grow alongside technology (rather than technology outpacing them) is possible. Moreover, it’s necessary. As a leader of strategic initiatives at Worldpay, Brenna Reimink discusses the importance of automation, societal changes, and combining big-picture goals and everyday realities to focus on the end user and enable shared ownership across different teams.

As the CTO of Robert Half, with more than 20 years at the company, James Johnson has overseen and championed numerous data science and AI projects at tremendous scale. With insight into what it takes to make a global deployment successful — and the competing priorities when it comes to localization and standardization — James spoke about the evolution to go faster with technology projects today, how to get products into users’ hands and not just strategize about it, and the future of effective leadership.

Salesforce analytics leader Jason Little has been in the data space throughout his entire career. Formerly at companies like Oracle and MongoDB, he’s seen firsthand the industry’s attempts at centralizing massive amounts of data. He discussed the necessary shift in focus toward the end user experience rather than on technical problems, his predictions for the future of customer communications, and what the combined capabilities of Slack and Tableau mean for us all.

As a digital transformation leader at the intersection of technology and higher education, Karthik Venkatesh knows how to navigate investments in CRM, analytics, and AI with a focus on the user. For institutions and students alike, data is only as good as its applicability — and that begins with a data strategy that drives alignment and enables intuitive, meaningful capabilities. He spoke with Chris about the future of 24/7 support, business value as starting point, and personalizing and contextualizing digital experiences for everyone.

A technology pioneer with experience serving in the Navy and paving the way for evolution in the Salesforce ecosystem, Glenn Weinstein knows how to create compelling experiences from basic building blocks. He discussed his current experience with contact center evolution to the cloud at Twilio, advice on thinking of first-party data interactions as common courtesy exchanges, and how he came to test out probability theory in Vegas (of all places).

You don’t know what you don’t know… but your data does. Uncovering unexpected data insights is a superpower, but only for those who know how to leverage the systems of engagement at hand.

Andy Badstubner, a leader in the mortgage industry, discussed changes in the data innovation space with our CEO Chris Heineken and the ways companies are using (or not using!) data to predict and prioritize their target market, go after new markets, or create something game-changing for customers.

The ability to adapt to new technologies and processes, let alone implement them, can prove challenging for most organizations. Appian's Mariano Salatino spoke to Chris about the dangers of rushing to deploy without realigning processes, data, governance, or even knowing what success looks like, as well as the move from reporting and analytics to more predictive modeling and coaching, the realities of revops, and the do's and don'ts of particular platform investments.