Grad Conn - Marketing to the Future: A CMO’s Roadmap for Customer Experience Management

So I'd like to start with a little bit of gratitude. Thanks for staying late. I'm gonna talk a bit about marketing perspective. I love that last presentation. We're obviously very looped into what's going on with GDPR, but a lot of new changes coming. And I wanna thank Randy who's at the back who helps me put these things together and thanks to all you. So that is me actually in my car. I drive a European car, which is a DeLorean. Okay. That's actually my daily driver and it's the only car ever made in Ireland. So the DeLorean is the world's only Irish production car.

And so every year in the St Patrick's day parade all around the world, they ask for DeLorean to be in the parade. And so this was, this is the Seattle St Patrick's day parade. And you can see, I actually have under car lighting and it's green. If you can just see that little green halo, that's what, that's the under car lighting on the car.

And so, yeah, so it's really that's. That is what I love about the DeLorean is it's kind of made from all sorts of different European cars. It's got a Reno transmission, it's got a Volvo engine. The steel is made in Germany. Cars is designed by Lotus. The frame was made by Lotus the gas caps from Jaguar.

You know, there's like little bits and pieces that washers are from like Fiat, like, like literally made it's a pan European car, although it's very often thought of as an American car anyway. So let's kind of go into this. I like this theme, cuz it talks about going into the future. So we're gonna zip into the future. My background really quickly started my career at Proctor and gamble spent a decade there selling soap and learning all about how soap is made. So if you ever wanna know how soap is made, talk to me.

Okay, it's disgusting. And if you wanna know what fabric, what fabric softer is. Yeah. I wanna know anyone wanna know what fabric softer is. Fabric softer is a bottle of clay. Yeah. It's a bottle of clay cuz the only way, the way you get fabric soft is you make the fabrics stand apart. And when you make 'em stand apart, they feel soft. And so the way you make 'em stand apart is you cover them in clay. That's why fabric software has to go in the end of the Rin cycle. Right. Because if you put it in the all wash cycle, it'll get taken away cuz it's dirt. Right.

So just that's one of those, like whenever someone asks you to put a product on after the wash cycle, that means that product is dirt. Just, just the that's just the tip. Okay. And so the next time you put in conditioner in your hair thing, think about why the conditioner goes in after the shampoo, before the shampoo.

Yeah, little eyes there. Alright.

And then, and then I did a bunch of startups. I spent 12 years doing startups and some made some money. Some didn't, some died, some lived, some were still around, but it was a really great time. And that's where I really learned how to become more of a technologist. And there's kind of a theme here. And then I actually got to a point where I was of enough of a technologist that was actually hired by Microsoft research to actually launch Microsoft's first cloud product, which was really, really cool.

Hi, just kind of back here, how you all doing? Good. Yeah. Good. Yeah. Awesome. And so what's the point of this slide? Right? So what's the point of this slide? So like the thing about this slide, which is interesting for me is that, you know, being a marketer today is being part technologist and part marketer. You gotta have a variety of different things built in there. And for me, when I talk to people, they often say, well, I don't really feel like I'm a technologist or I'm not technical.

And my comment is always the same, which is get technical and get technical quickly cuz we live in a technical time. So I'm gonna talk a little bit about, you know, kind of what I do and sort of how my, how my sort of life works and what my stack looks like. And then we can, we have a few minutes for questions. We can talk about it, but some of the stuff's online so you can follow up. These are all my handles. I had kind a weird name, sort of in the intro you were sort of like, this is such a weird name. I have to look it up. Yeah. I appreciated that.

No, well it's only eight, only eight actual characters, but it is, it is a strange name. And so sometimes people ask me, you know, where does the name grab con come from? Cuz you know, it's like, I've never heard that name before. And in fact I think I'm the only one in the world because I own all the handles and whenever I go onto a news site, I put it in grab con I've never grabbed con 51. Like I'm always just drag con. Okay. And so the story is that when my, when I was born, my, my that's kind of when I got my name. Right.

And, and so the, and the funny part of the story is like the way I got my name and the way it was kind of given to me was that my, my parents gave me my name. Yeah. I know. Weird.

And, and so then, but why, why, why that name? So they couldn't agree on what to call me. So they took me home from the hospital without a name and, and actually spent the first week arguing as too stressed out sleep deprived, parents, what they should call me. And in the end they decided on a compromise. And this is like, as far as I know, the only compromise my parents ever actually successfully accomplished, which was, they decided to give me my first name grad is my mother's maiden name. She's Polish. So it's kind of lending grad style and grad, that kind of stuff. Right.

And so my mother's maiden name is my first name. And then my last name is my father's maiden name. That's I still think about that for a second. I'm checking their sexism right now. Okay. Good. All right. Alright. Okay. Fine. Let's keep going. All right. So one thing that is not mine, the only thing I don't have is grad con.com. So if you go to grad con.com, thinking that must be him too. I am not running a semiconductor company on the side from Chuck. And so that's not me.

And I will just say just, just, just to point out, if you go there, you'll see, it says grad con offered tiny connector solutions. I just wanna say that's an outrageous comment. There is no trouble in that area and I'm just offended that they would even stay in the first place. And just want to clear that air right now for everybody. That's not true. All right. So let's keep going here. So I wanna start just really quick. This is super kind of quick transformation video.

This is, you know, time to changing really quickly. And this is one of my favorite ways of talking about how to make change. So the insight of this video is when you're riding a bike at speed, let's say 20 miles an hour, a 90% of your physical energy is going into overcoming the sale. That is your body, right? Cause your body effectively forms the sale. So watch how this person transformed with that insight. So he is at the back of the pack, riding in Italy and he's gonna, oh, whoa, whoa. What?

Well, look at that transformation. Okay.

Two words, core strength. Okay. So he is now off. Basically. He's gotten rid of the sale, right? Totally changed the way he's writing. Now he's passing a bunch of other writers he can think about, imagine Matthias, Amazon. He just went by, you know, Sears. And who else would it be? Throw out their, what else is he going by? There's Nordstrom coming up here in past Macy's you know, so Amazon's continuing to go here as he gets a little bit closer. He's gonna shout out on your left, but obviously an Italian and just want to just a quick thing. Nothing bad happens in this video.

This isn't a cautionary table transformation. Okay. So everything's gonna be fine. And he passes Nordstrom. Here we go. Okay. So an Amazon's now catching up on Walmart. Walmart's super, super relaxed just in the front. Not even on a like anymore, it's just like so far ahead.

Well, I can do that too. Yeah, baby. Please still doesn't catch up anyway.

This just, just love that video. And then this is the one part that looks super terrifying, but this is where I don't know how we practiced this, but check this out. Okay. Watch those pedals. Look at the speed.

Yes, man. That is awesome.

Anyway, I thought that's, should we show that to all our sales teams at Microsoft right now, we're going through quite a bit of change and we're always like, Hey, you know what? You could be doing that. So just relax. Okay. Could be a lot worse. Anyway. So this is a summer, some end of the summer. And I love this visual because you know, when you're having some fun time at the beach or when you're sort of in the middle of change, sometimes it's hard to feel like you're in the middle of change.

And, you know, I saw this analogy when I was actually at ad week in London and they talked about being inside the hourglass and you know, for a long time when you're inside the hourglass, it doesn't really feel like the hourglass is going down. This is what happened in retail for a long time, until you get to the mouth of the hourglass. And the quote is just great. Cause if you know, you don't like change great, but you're gonna like your relevance even less. And I think that's just a great way to think about it. All right.

So, you know, things are changing a lot for CMOs. So I'm a CMO CMO for Microsoft us and it's, you know, kind of a, sort of been a tricky world, right?

So, you know, what's happened is that CMOs jobs have changed in that they are now responsible for revenue. You know, it didn't used to happen that way, used to be responsible for like branding and making things look pretty and, you know, PR and making sure like the CEO got lots of attention, but now I gotta build the business and I've gotta sort of measurability around that. And I'm making a lot of decisions around technology. And for most CMOs, they don't have any training in technology. They didn't grow up in the tech space.

They don't know anything about technology, but more than half the time they're involved in a decision and in some decisions, they're the major decision maker. So this change has really caused the growth of the MarTech industry. I'm actually gonna use that Scott Brinker slide that you have in a minute, because in fact, there it is. And so this is the MarTech landscape. It's more than 5,000 vendors. Last year was 3,800. Like each year we're adding 1200 vendors, but you know, what does that mean?

Like, I actually don't think that's a statement of power by the way. And I'm not trying to like be super disagreeable or anything, punch that out afterwards.

But the, but what it is is it's a sign of a new industry. It's a sign of a new industry. And whenever you get a new industry, you get a lot of change and you get a lot of sort of chaos. Now what happens of course is everyone's got these stacks, there's actually a stacky award. They have at the MarTech awards. And the stocky award is given to the person with the best stack, I guess, or the most stack or the Stackies stack.

I don't, I don't actually know how they assign it, but like, look at these things that people are trying to run. I mean, whoever built this is either, you know, insane or gone, like just like, I don't know how you run that. Right. Or how that even makes any sense. Right.

And so, you know, the challenge as a result is that marketers are just confused, right? It's I always feel like this sort of people sort of assign a lot of power to marketers. I think most marketers just like trying to keep the jobs really, really confused, got vendors talking to 'em all the time.

It's, it's a tough world anyway. So I have hope in some ways. So there's a fantastic book by offered P Sloan called my years of general motors.

It's, it's really interesting book it's written as a biography, but has no personal information in it. And it's often widely misinterpreted as this person had no personal life, but he wrote it as a biography for his manager.

So it's, it's actually bill Gates's favorite book. And it's the book bill gates used to figure out a lot of what we do at Microsoft. So it's a really interesting book and he talks about the history of the automotive industry. And what's cool. When you read this book, as they talk about making gas, there was no standard for gas. You could potentially blow your engine up depending on the gas you put in. And so what's super cool is he talks about, you know, we call it all the different car companies that were out there. And if you look at the time there were hundreds of car companies.

So while there made thousands of MarTech vendors, there were hundreds of car companies. And that was, you know, really tough, you know, Spencer, Tracy owns a DeSoto for example. And so eventually what happened over time, of course, is it, it devolved down to three. And the history of that is a very interesting history. And you get a lot of that from the book. It basically runs from 1912 to 1965 through the whole evolution. And so that's the same thing that's gonna be happening in, in the MarTech landscape.

We're gonna see this evolution to a few, very, very large players and sort of, let's talk about sort of why, so this is gonna be, this is my customer life cycle. This is how I think about my business on a day to day basis. It's not dissimilar from most people's customer life cycles, but this is what we use sort of officially inside Microsoft us. And so we start with anonymous and we go all the way, all the way to fan. And we actually align all of our tools and systems around that structure. I actually have a power BI dashboard that's lined up against that.

And although I do have multiple systems, I don't have quite as many as most people, but let's say 57 might be a number they're all fed into a, just, just an example, 57 is an example. Number could be, could be something else like 57. And so it feeds into this power of BI dashboard and least I get a cohesive view.

So the, the, I used to work in healthcare and part of the challenge sometimes with data is how do you get it to like be integrated even though the systems aren't integrated. And so this is like integration on the glass, right? So at some point it integrates at least on the glass. And so that's my, my power BI dashboard.

And, you know, it goes to these steps of advertising automation, which is unknown marketing automation. We use Marketo and Adobe for that field marketing automation, which are tools like follows sales automation, which are CRM tool pretty well understood commerce services. Most of our commerce services are homemade and then customer service software, which is probably the oldest of these categories.

And so this sort of life cycle, you know, sort of sit it all down what's happened is you've got effectively an industry under each one of those life cycle points, which when you think about it is a little lit bananas, cuz there's a separate industry for each point along a single customer life cycle. And that, that was the, maybe the insight for me that really got me passionate about how do we fix that? This is my stack, which is more complex than I'd like it to be, but it is effectively linked in Adobe, sprinkler and dynamics.

So it's like not too insane and dynamics is spreading and Adobe spreading and sprinkler spreading. So they're all kind of working together pretty well. And so I don't have this sort of insanity of some of those other ones we saw, but I still have a bunch of separate databases, right? Each one of those systems drives different ID, different UI, different database, different login, all that kind of stuff. And the result is lack of real consistency across this sort of customer experience management life cycle.

And so if you wanna talk about it from being like customers, you know, they really want to have a consistent experience with the company. Like when I go into a Microsoft store, I would like them to know that I'm in the process of considering a 10 million CRM purchase. I'd like them to know that, that I visited the website. I'd like them to know those things about me.

Just like, I'd like my friends to know about me when I see them. It's almost imagine if you went to go see your friends on a Friday night and all they knew about you was what they learned about you that Friday night. Right? Like imagine if you had a bad Friday night, right? We've all have them. Don't you shake your head. You've all, we've all had a bad Friday night. Okay. And friends have a history with you. And they're like, you know, grad said having a bad day it's okay. But for most companies we walk in mostly as strangers. This is not very well integrated.

And so, so we're gonna do about that. So my proposal, which we've been working with dun and Bradstreet on and dun and Bradstreet just signed a strategic deal is that we actually try to unify as an industry on a single customer ID system. And so this would be the Dunn's number, which is dun and Bradstreet's assign a number to every country company in the world. It's a bit of a B2B perspective on that and then 12 other factors. So it's 13 in total, 12 other factors that creates sort of a single customer ID that we could unify on.

And, and that sort of single ID would actually move through the system now where this would be really cool from an innovation standpoint is that there is, this has happened in E R P before, right? So E R P what happened, right? We created a single product ID. And then with the single product ID, we were able to unify inventory systems, manufacturing systems, warehousing systems. And we really got efficient in the cycle cuz we knew end to end what was happening with that product from, you know, from raw materials, all the way to shelf. We don't have that visibility in marketing right now.

We don't know what's happening end to end. If we had a single customer ID, what we'd be able to do is the systems would be able to actually be able to inform each other. But more importantly, as marketers, we could take more risks with technology cuz the customer ID is not vendor dependent and it's this vendor lock issue that kills innovation. Cause it's like, wow, am I betting on Salesforce? All there a whole bunch of different applications basically. Am I betting on dynamics?

Well damn, who am I betting on? You feel like you're betting on someone. It kind of kills innovation cuz you wait. But if you're like, Hey, you know what? I don't have to bet on anybody. I'll use the tools. I have a single customer ID system. It'll be really powerful. So this is what we're building right now.

There's another thing about customer ID, which is kind of cool, which is where we're going is a lot of this stuff's changing so quickly cuz we're going to a world where it's gonna be AI based, you know, such as got multiple speeches over the last few months where he says AI is the future of Microsoft. We now have 5,000 people in our AI group, 5,000 people. And we're hiring like if you're into AI, by the way, we're hiring like crazy. And so what's that you can spell it, spell it, spell it, AI, you can spell AI. Can you be hired if you can spell AI?

Well, you know, if it was, you know, if it was the.com years, the answer would be yes with a big signing bonus. I think it's, you know, if you can spell out the words behind AI, if you gotta be able to spell artificial, if you can do that, no errors, then you'll be fine. Anyway. So what's gonna happen is you're gonna start to join together. Lots of things like I wanna know if someone's a Microsoft shareholder, that's not a marketing interaction. The biggest problem we have in our marketing systems is they measure marketing interactions.

Like those are all the only interactions people have with us, which is obviously ridiculous. In fact, the marketing interactions are probably the smallest number of interactions people have and in many cases, and this is why I love the last presentation so much, the most irritating part of their relationship with us. And they don't really, that's not really a great measure of the relationship we have with someone.

And so, and what we're working on today and we are doing this right now. We have this running and we're using it in a bunch of different areas in sales, but something called an interaction cloud. So I'm just gonna do sort of a fun thing. This will be just, I'm almost near the end here. This will be a little audience test here, which is how many people here are huge fans of Japanese TV commercials. Okay. I am so not only one really. They're awesome. All right. Okay. Well we're gonna do, we're gonna have two Japanese CV commercials here and I'm gonna see just how sharp this audience is.

And these two commercials were both produced at the same time for same brand Clares and they were tested against each other. One of them won in testing and one in market and it was like a 60, 41. It wasn't like one was horrible and one was, but they're one was a clear winner and I'm gonna play them both back to back. I gonna see what the room thinks. And then I'm gonna tell you an interesting story about it. So here's the first one.

Ooh, go back, go back. Yeah. Bang Off too fast. Sorry. I ruined everything. Now I try again. Interesting. They won't play on this machine.

Well, it was an amazing, amazing story. Oh my God. You would've loved it so much.

This, this is a little bit about how we test our stuff beforehand and now that's not working either. Okay. There. So here's the point. Here's the point. I'm just gonna jump to the point. It's okay. One is this like flying dog. That's baring, clarets all over you.

And, and it's like singing. No seriously. It's baring clarets green stuff everywhere. And it's insane. It's like crazy ad and you're think, wow, what mind would've come up with that. The second one is this beautiful humanistic piece where she's painting on the ground. The one with the baring dog wins and winds handling. Okay. The thing about the birthing dog one, which is really interesting is it's made by a machine. So the first ad is actually made by a machine and the AI actually created the ad itself.

They're actually starting to use the same machine now to create pop songs, which seems like a lower bar in my opinion. But yeah, I couldn't see that hard. I could do a pop song, but anyway, so, but they're, but they're actually what they're doing now. So it's a very interesting story, but sort of the future of where it's all going. So I'm gonna end with one last video and this is just another really cool transformation video. I'm originally from Canada, although I'm an American now, but this is actually I think, think Russia. And it's just a cool way of thinking about scoring goals.

So I played hockey for many, many years. It never occurred to me to do this. Oh man. Wave your hands a little bit more. And that's what I do. This is a really cool video too. The other one worked. There we go.

Okay, good. Maybe we can show the Japanese one. Yeah. Okay. So here he goes and we're gonna do a replay. Don't worry. What I love about this one is just like, it just the attitude too.

He's like, you know, it looks like he's going down for a regular sort of penalty shot right down in the ice and it's a little bit oh, whoa. Down the PS in the air. And he's like, you know what, if this doesn't go, then I don't care. Cuz I'm spearing that goal. Yeah. Then as then ju skates.

He like, there you go. That's how you do it. All right.

Okay man, let's go back to the Japanese commercials. What did you do there though? So pretty cool. You just like pulled down and pulled back in again all okay, here we go. Here's the ING dog.

See, this is a really cool thing. Cause they play both ads. I get you all the gas, which ones?

And one, the one that I tell you, the AI did it, it was all you thought I was kidding about the barf. Right?

So just, just as an exciting sort of, sort of nod to the future as more and more ads are made by AI, we get used to getting used to that kind. That's what doing a lot more of that. Okay. Here's the, and this is what the humans came up with. Beautiful ad didn't work.

So anyway, and so, and I do think that, you know, for me, I think the, it is, there's always this kind of unintended thing, right? Like if you think I was going through a folder recently, which had all of my sort of internet presentations from the nineties, I'd done a bunch of work at Proctor gamble talking about the impact of the internet and wow. Was I an idealistic, naive fool? Like that is all about universities online and people were gonna be listening to operas.

And like, I didn't, I didn't mention cats once. Not one time I had a cat in this one. Right. I didn't mention cats. I didn't talk about dog videos. I didn't talk about all the stuff that's in there now.

And, and so it's, we'll be exciting to see where AI takes us from the, what is really deep inside the human soul. And that's what AI really discovers. Cuz there's a little bit of, I think what happens with humans is that the way we like to present ourselves to others is quite different from what we really like to do. And I think what internet is exposing is what we really like to do versus what we like to present. Anyway. I hope that was interesting. A lot of fun, a really nice crowd, actually.

Great, great audience. And if there are any questions I can take a couple and then we'll wrap up. Yes. Sure. So what do you think AI, what you think might like, or do you think there's an evolutionary stage where Yeah, well, like I said, I have recently looked at my predictions from the nineties and I'm humbled by trying to make many more predictions now, but I'm gonna go ahead anyway. And I think that the challenge is that I think part of the, is AI issue in my opinion, is making sure people know what they know, who they're dealing with or what they're dealing with.

And so we've got this really cool AI construct right now called Zoe, which is if you go to facebook.com/z, Z TTO, it, it is effectively a AI that will talk to you. It's got the intelligence kind of feels like about seven or eight, roughly years old. It's not bad.

And, and what's really cool about it. What we found really compelling for people is that it instantly responds. Whereas if you think like a lot of human interaction, you, I am or text someone and they don't necessarily get back to you. And Zoe gets back to you like instantly. And even though their responses are not deep yet, they're deeper than they were when Zoe started, she was three. And so it's like definitely moving along. It's it's really, that's kind of compelling, but you have to make sure people know they're talking to a machine, right. But they'll still sort of jump there.

The second thing is we find that it's really useful when people want to know information because it's too hard to navigate websites. I don't know if people really use the web anymore. People are kind of like Facebook, mobile phones, like just the idea of navigating website to find info. So chat bots have become really successful. Just I wanna find out what the park opening times are when my plane's leaving, I wanna schedule something. So that kind of stuff I think is gonna help a lot. We're using AI a lot right now in the Salesforce to predict their next customer, they should call.

So instead of going to a CRM system and trying to figure it out or plan it out, it'll actually look at all the different factors and propensity to buy models and say, you should call grad. And by the way, his daughter's birthday is tomorrow.

And, and this is the product that we see there's. And so when the conversation happens, it's still a human conversation, but now it's like, Hey, wish your daughter happy birthday for that was pretty cool.

And so I, that's kind of, as far as I'm willing to go, I don't know if we're gonna be bubble people. I, I noticed that, you know, human beings continue to do more things. We seem to find like despite the growth of machines over many centuries, now we still find things to do. And we still find ways to make more humans. There's no problem. That department, we are, we are great at making more humans and we're great at finding new things to do so, you know, I'm mostly optimistic my personality too, though. Any other yes. At the back.

Any thoughts about the toys to life category toys the kids are engaging with and how AI is coming in? Well, you know, so how, how will someone interact with a toy differently?

You know, it's the word, even the word toy is kind of a tricky word these days, you know, like, like we own Minecraft and is that a toy? I mean, it's play, it's play.

And, and certainly it's a world that people can live in. Educators are increasingly talking about doing it in Minecraft because that's sort of where the kids are. It's harder to do it in sort of the normal setting. So I do think that what'll happen is you'll see AI agents in those environments operating.

And again, I think the tricky thing with kids is will they be able to tell Zoe apart from a real person, especially with so like try it out. Like, I mean, I think I'm right on seven to eight years old.

Well, if you're five years old, Zoe's gonna sound pretty wise. And so how do you, I think there's issues there. I think there could be some very interesting sticky areas. I don't think kids will have as many physical toys and there were, there was actually a massive rush of those things back in the eighties and nineties, you remember Teddy Ruxpin and all that kind of stuff. Right. And they kind of, you know, kids tend to like to use their imagination more. And so the imagination is more active in sort of an online environment. One little kind of interesting fun facts.

You know, Mary Meer is she does the internet trend study every year. She's she works for Kliner Perkins and she's been doing it for a long time. She just did her most recent one a few months ago.

It's a, my, my only must read of the year is that 355 page deck that Mary Meer comes over. And there's a really great section, which talks about time spent on social networks. And so Facebook's obviously significant as is Snapchat cetera, cetera. But the number one social network is gaming. They Facebook. So I think gaming those kind of virtual environments, that's really the toy of the future. And they'll be, they'll be lousy with AI and bots and all sorts of stuff. Yeah. That's a cool question. I haven't had that question before. Anything else? I have one question. Yes.

You talked about four business data and slide Microsoft coming together as customer file. Yep. Is a bit I get, well, what is that? I'm Happy to talk afterwards in detail, but at sort of high level and actually they're here tomorrow.

And I, I led this deal with dun on Brad street cause it's very marketing centric. So we've created a strategic relationship with dun and Brad street. They've sort of adopted the full Microsoft stack and they're moving all the done on Brad street systems onto Azure. And then we hire conversely exposing D Bradstreet data through dynamics in office. And there's a new thing.

That's if you, I dunno if you've heard of this, this thing called a common data system, which is this middle layer that we've built because part of the problem with cloud apps and I, and cloud ISVs is that everyone's revving it like sometimes daily and certainly weekly and biweekly. And so what was happening is that people with API connections into apps are having a hard time keeping pace with the changes in the apps and it's hard to get data to move correctly.

So we created CDs and effectively we, our contract is we maintain state with CDs and ISV maintained state with CDs and CDs navigates between the two. So you can expose the data without having to maintain and update API connections every day. And so that's, they, one of the first ones on that, they'll be demoing it at envision at ignite.

So we, our big big conference is September 20th in Orlando. It's our major customer conference. And so we'll have them showing that technology off is a bunch of other ones coming up. Ad tech will be there. Let me showing you it off there too. And basically using sort of that CDs layer to expose data to, and then to unify on that sort of core business data. So it's kind of, kind of cool.

And they're a neat story too, cuz they've still got IBM mainframes, some so old and they, I don't think they would be bothered if I said this, but some so old that the only way they keep them running is they have to go on eBay to buy the parts because they don't make them anymore. Right. And too many naughty heads in the room on that one, actually that was a little disturbing. So they're moving, they're moving all that to the cloud. Right. And they're, and for them they've always been very batch mode and they've sort of a bit of an old fashioned process.

So going to real time selfer so it can be a very different done in Bradstreet coming out. Very exciting. Yes. I had a question. So you have your diagram of all the different circles that Microsoft doing, Microsoft, the circles that Microsoft's doing sunk in, that's the systems of nurture. I got it. Yeah. Yeah. Thanks for listening. I get it. Microsoft has a, has a huge resources and putting 5,000 people towards AI. You still showed different software. Like you're still, still using Adobe. We did. Yeah. Yeah.

Why, Why are you using Adobe when you, and you've got 5,000 people doing AI? Well, good question. Yeah. That's an excellent question.

Yeah, I've asked that question. Okay. Yeah.

Well, I mean just to be fair. I mean the, I think my, my other Uber point was the MarTech industry's super, super young, like think of a Marketo started, started in 2006. Right. Serious decisions started in 2002. Like we're talking about industry, that's not even really 15 years old yet. Right. So a lot of rapid innovation, Adobe's got a lot of advantages cuz of the size of their cookie pool and the technologies that they have. And they're very, very strong advertising automation model.

And so, and they're also fully replatformed on Azure as well. So we always like people who fully replatform on Azure just as you know, kind of the tip. And so sprinkler also on Azure. And so I'd say that what we're doing right now is trying not to use too many things, but it's just not possible to have a fully built out E R P stack in the brief amount of time the industry has existed. And so if you think about how long it took SAP to really get E R P up and running kind of V one, it was a decade of writing.

Like, and so a decade from now, I think we'll have one thing. I I'm confident we'll have one thing in a decade it's just a little early. That's all. Yeah. And you know, those 5,000 AI people are probably gonna be part of that journey cuz a big part of the AI team is a marketing team. And the one thing that bill, so bill gates rejoined the company when Satya joined among people don't realize that. And so the one review bill goes to every single week is the marketing AI review. It's a huge part of what we're doing. So you'll see that change as well.

It's like kind of exciting to see where we're going. Great question. Thanks. All right. Thank you. That was great. Thank.