Today’s episode is a real treat because we have multiple amazing guests joining Craig Rosenberg and Matt Amundson for a deep dive into the state of MarTech today and how to think about generative AI within the larger AI conversation. Scott Brinker & Esteban Kolsky are two of the foremost thinkers and analysts in the B2B world and are here together to volley high-value concepts and insights. Scott, Esteban, and Craig dissect the challenges and potentials of generative AI (Gen AI), the proliferation of MarTech vendors, and the critical need for democratized data in use versus data in storage.Also, Matt shares why he thinks Mr. and Mrs. Smith has the best season finale in tv history and Craig examines his use of the word “gangster”.Takeaways:Build software solutions with integration in mind. Data in storage is vastly different from data in use. The value of data comes not just from collecting it but from actively applying it to solve problems and guide decisions. Make your data actionable.Chapters:00:00 - Quick Recap of True Detective and What Craig Learned10:07 - Introducing the Dynamic Duo: Scott Brinker & Esteban Kolsky14:17 - The Trouble with Defining the Value of Marketing Properly21:57 - Comparing Marketers’ Relationship to  MarTech and Marketing Agencies28:54 - Barriers to Entry for SaaS Vendors Have Dropped Drastically37:57 - A Surprisingly Apt Football Analogy for Thinking About AI & Vendors45:27 - How Generative AI is Democratizing Access to Data56:37 - Liquid Death Auctioning Off Ad Space on EbayQuote of the Show:“You need to treat integration as a first-class capability because if people can't integrate this stuff with the rest of their stack, they're not going get the value out of you.” - Scott Brinker“Once you understand that computers make based on one and zeros that are stored, the world is a lot simpler to go through. Then it's just go play poker.” - Esteban KolskySponsor:Ringmaster Conversational Marketing - The Transaction is sponsored and produced by Ringmaster, on a mission to create connections through Branded podcasts. Learn more at https://ringmaster.com/Connect with Scott Brinker:LinkedIn: https://www.linkedin.com/in/sjbrinker/ Twitter: https://twitter.com/chiefmartec Chief Martec Website: https://chiefmartec.com/ HubSpot Website: https://www.hubspot.com/ Martech for 2024 Report: https://martechmap.typeform.com/martechfor2024Connect with Esteban Kolsky:LinkedIn: https://www.linkedin.com/in/estebankolsky/ Shoutouts:Paul Greenberg: https://www.linkedin.com/in/pgreenbe/ Mike Fauscette: https://www.linkedin.com/in/mfauscette/ Brent Leary: https://www.linkedin.com/in/brentleary/ Brian Vellmure: https://www.linkedin.com/in/brianvellmure/Maria Pergolino: https://www.linkedin.com/in/mariapergolino/Kipp Bodnar: https://www.linkedin.com/in/kippbodnar/ Follow the Show:Craig’s LinkedIn: https://www.linkedin.com/in/craigrosenberg/ Matt’s LinkedIn: https://www.linkedin.com/in/matt-amundson-91657236/ The Transaction on LinkedIn: https://www.linkedin.com/company/the-transaction/ The Transaction Website: https://thetransactionpod.com/ Substack: https://thetransaction.substack.com/ Ways to Tune In:Spotify: https://open.spotify.com/show/3i3r3WLacRZiSa7dOaOgDz Apple Podcasts: https://podcasts.apple.com/us/podcast/the-transaction/id1734518309 YouTube: https://www.youtube.com/@TheTransaction?sub_confirmation=1