Find out how we may help you unify your instruments, clear your information, and construct an AI technique that drives actual outcomes.
Final week, I had the pleasure of internet hosting a reside webinar with two of the sharpest minds I do know — Luke Summerfield from HubSpot and Tanya Littlefield from Amplitude.
We known as it “Smarter Collectively,” however we may’ve simply as simply known as it “Why Your AI Isn’t Working (But).” Watch the recording on demand here.
As a result of right here’s the factor we hold listening to from enterprise leaders: “We’ve invested in AI, however we’re not seeing the worth.”
And actually? I’m not shocked. As a result of virtually each time we dig in with a shopper or prospect, the problem isn’t the AI itself, it’s the info behind it.
Everybody’s speaking about AI. Nobody’s speaking about their information closet.
In the course of the webinar, Tanya used an analogy that caught with me.
She stated most corporations have information closets that seem like their precise wardrobes, overflowing with stuff they’ve collected over time, however they solely put on the identical ten shirts.
“Why do you even have the opposite 190?” she joked.
It’s humorous as a result of it’s true. Companies are swimming in information: behavioral information, CRM information, net information, marketing campaign information. However solely utilizing a tiny portion of it successfully. And normally, it’s not even the precise portion.
That’s the place the cracks begin to present.
AI can’t generate insights from chaos. You possibly can’t personalise a journey when your instruments don’t discuss to one another. And your groups, advertising, gross sales, product, all find yourself working off completely different variations of the reality.
Why we known as it a “hidden” information disaster
What we see at Huble is that the majority groups assume their information is extra unified than it truly is.
Huble’s AI Data Readiness Report revealed that 55% of enterprise leaders believed they’d unified greater than half their information. However over half of those self same folks additionally reported poor information high quality was limiting their efficiency.
That’s a harmful blind spot — one which AI is simply going to amplify.
As a result of AI thrives on context. With out it, it simply guesses. And people guesses are what result in chatbots that don’t assist, suggestions that fall flat, and content material that misses the mark solely.
From “kind of personalised” to the “web site for one”
Luke stated one thing throughout the session that I’ve already stolen for our subsequent marketing campaign:
“We’re heading towards an internet site for one.”
Not “Hello Matt” within the headline. Not industry-specific messaging. An precise dynamically generated web site expertise that’s distinctive to the particular person visiting it, based mostly on actual conduct and precise want.
That solely occurs when your techniques are related and your information is reliable.
Proper now, most corporations are caught someplace between:
- Structured CRM information in instruments like HubSpot (job titles, lead supply, lifecycle phases)
- Behavioral information in instruments like Amplitude (button clicks, session replays, drop-offs)
- And no actual integration in between.
When these worlds are unified, all the things modifications. Out of the blue, you’re not sending generic nurture emails however tailoring outreach based mostly on what somebody really did.
As a substitute of blindly retargeting you’re guiding somebody towards what you know will assist them succeed.
AI will get higher when your groups are aligned
Probably the most useful components of the webinar for me was listening to how each Amplitude and HubSpot are making use of this internally.
Luke talked about how their workforce makes use of product utilization information (from Amplitude) and CRM exercise (in HubSpot) to create personalised onboarding journeys, together with producing dynamic emails utilizing OpenAI that pull in assist docs or movies based mostly on the precise incorporates a buyer hasn’t used but.
Tanya’s workforce does weekly “session replay events” the place product, advertising, and progress sit down collectively to overview the place customers are getting caught after which take motion.
No ivory tower dashboards. Simply direct perception, shared throughout groups, become higher campaigns.
That’s the shift we’re seeing: not AI changing entrepreneurs or sellers, however AI enabling teams to act faster — if the info is sweet, and if it’s shared.
You don’t want excellent information — you want prioritised information
Tanya additionally made an excellent level I’ve repeated just a few instances since: “In case you look forward to excellent information, you’ll by no means launch something.”
And he or she’s proper. The objective isn’t a 100% pristine database. It’s readability on the ten or 20 metrics that really matter and guaranteeing these are clear, present, and usable.
Too many corporations are holding off on AI pilots or personalised journeys as a result of they assume they should repair all the things first. However the actuality is, the one means to enhance is to start out utilizing the info and refining as you go.
The true unlock? shared objectives and visual wins
To shut the webinar, I requested Tanya and Luke about getting inner buy-in.
As a result of in each firm I work with, there’s somebody, normally in advertising or information, who desires to unify issues… and a bunch of others who haven’t fairly seen the sunshine but.
Luke’s recommendation was to start out with the objective: what are you attempting to attain for the client? Then work backwards. Present how disjointed information is slowing you down. Begin small. Show affect.
Tanya’s recommendation was extra grassroots: share your wins. In case your workforce builds a superb nurture circulate based mostly on conduct information, discuss it. In case you discover a phase that performs higher with one message over one other, make some noise. Get others to need in.
As a result of when you present how highly effective unified information might be, for advertising, gross sales, product, and AI, folks will cease asking “Why?” and begin asking “How?”
Ultimate thought: make the invisible seen
In case you’re one of many many companies investing in AI and nonetheless ready for outcomes, take a step again.
Have a look at how your instruments are related. Ask whether or not your groups are sharing the identical supply of reality. And be trustworthy about whether or not your information closet wants a clear-out.
As a result of AI doesn’t work at nighttime. It wants readability. And if you deliver your techniques collectively, HubSpot, Amplitude, no matter else you employ, you don’t simply get higher insights. You get a greater enterprise.
Reach out to the Huble team today to find out how we may help you unify your instruments, clear your information, and construct a method that drives actual outcomes.
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