Humans of Martech · 2025-10-28 · 1h 3m
What’s up everyone, today we have the pleasure of sitting down with David Joosten, Co-Founder and President at GrowthLoop and the co-author of ‘First-Party Data Activation’. (00:00) - Intro (01:02) - In This Episode (03:47) - Earning The Right To Transform Martech (08:17) - Why Internal Roadshows Make Martech Wins Stick (10:52) - Architecture Shapes How Teams Move and What They Believe (16:25) - Bring Order to Customer Data With the Medallion Framework (21:33) - The Real Enemy of Martech is Fragmented Data (28:39) - Stop Calling Your CRM the Source of Truth (34:47) - Building the Tech Stack People Rally Behind (38:18) - Why Most CDP Failures Start With Organizational Misalignment (44:18) - Why Tough Conversations Strengthen Lifecycle Marketing (55:15) - Why Experimentation Culture Strengthens Martech Leadership (01:00:00) - How to Use a North Star to Stay Focused in Leadership Summary: David learned that martech transformation begins with proof people can feel. Early in his career, he built immaculate systems that looked impressive but delivered nothing real. Everything changed when a VP asked him to show progress instead of idealistic roadmaps.
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