227: The Correlation masquerade (The Dungeon of martech architecture, part 3)

Episode notes

What’s up folks, welcome to our 4 part series of Crawling through the dungeon of martech architecture. You’ve arrived at Part 3: The Correlation Masquerade. We'll cover: (00:00) - Intro (01:16) - In This Episode (01:36) - Sponsor: Knak (02:44) - Sponsor: MoEngage (04:02) - FLOOR 3: THE CORRELATION MASQUERADE (05:08) - Why Agentic AI Optimizes for the Wrong Thing at Scale (11:30) - The Boomerang Effect on AI that Erodes Revenue (20:40) - Why Marketing Attribution Data Can’t Tell AI Agents What Actually Caused the Result (28:28) - Sponsor: Mammoth Growth (29:31) - Sponsor: GrowthLoop (33:56) - How Bad Signals Masquerade as Evidence (42:27) - BOSS BATTLE: The Correlation Boomerang Archer (43:27) - Reducing Exposure While the Foundation Is Built (49:07) - Building a Causal Memory Layer With a Context Graph (01:02:15) - Achievement unlocked: Causal Evidence Layer Established - OPENING - Welcome back to the Dungeon of Martech Architecture. You've arrived at part 3. If you're just joining, go back to parts 1 and 2, where we demoted the CRM, built the warehouse, engineered the context layer, and built the shared meaning infrastructure that keeps agents from misinterpreting what they read.

Related episodes across the Index

Other episodes covering the same guests and topics, from across The B2B Podcast Index.

• How B2B Brands Wreck Pipeline with Unsyncroned CRM DataThe Marketing Operator Podcast with Fexingo · on Marketing Operations92 / 100
• AI Was A Waste of Time, Until It Wasn't with Megan BoshuyzenMaking Sense of Martech · on MarTech91 / 100
• Episode 46 - from Tashkent to Termsheet with Victor OrlovskyThe GoingVC Podcast · on MarTech77 / 100
• UserEvidence: MarTech Category Creation and Mountain Town Sales Teams with Evan Huck of UserEvidenceFounder-Led Sales Stories with Pete Kazanjy · on MarTech76 / 100
• Building Winning Teams & Authentic Marketing Leadership with Justin Steinman, CMO of Ensora HealthThe Revenue-Driven CMO · on Marketing Operations73 / 100
• How Misaligned Software Metrics Ruined B2B Sales and How to Fix It with MK MarsdenThe CRO Spotlight Podcast · on MarTech67 / 100

• 230: Zero-click marketing broke the measurement layer, so what should ops teams do now, with Amanda Natividad83 / 100
• 226: The Eye of context (The Dungeon of martech architecture, part 2)95 / 100
• 225: The Fall of CRM gravity (The Dungeon of martech architecture, part 1)80 / 100
• 224: How OpenAI’s GTM leader structures teams and spots standout candidates with Keith Jones87 / 100
• 223: How Zapier uses a shared brain to manage AI context and skills with Lindsay Rothlisberger80 / 100