Podcast Summary

Marketing Beyond with Alan B. Hart

Episode 27: Ford's Data Decisioning for Dealers and Drivers
Guest: Mark Sucrease (Head of Marketing Technology and Dealer Platforms, Ford Motor Company)
Date: November 21, 2025

Episode Overview

In this episode, host Alan B. Hart interviews Mark Sucrease, head of marketing technology and dealer platforms at Ford Motor Company. The discussion delves into the evolution of marketing technology (Martech) within the automotive industry, highlighting Ford’s approach to data, decisioning, content, and artificial intelligence (AI) to enhance customer and dealer experiences. Mark shares how Ford integrates technology across its complex dealer ecosystem, the challenges and opportunities of personalization, and his perspective on the future of automotive marketing technology.

Key Discussion Points and Insights

Mark Sucrease’s Career Journey

• Background Start (02:53): Mark describes starting in sales and service in telecommunications, realizing he was more passionate about the data and human interaction aspect. A pivotal mentor advised him to move toward marketing and data science despite a financial step back.
  • Quote:

    “That was sort of one of my life-changing events... I found that really interesting—the sort of human connection with the data.” (03:19, Mark Sucrease)

• Experience at Dell and Agency Work (03:58): Mark credits Dell with shaping his career. Later, he spent a decade leading an AI group at an agency before joining Ford, drawn by its culture and focus on innovation.

The Complexity of Ford’s Martech and Dealer Platforms

• Customer and Dealer Experience (05:04): Ford’s platforms support both customer and dealer experiences, ensuring consistent engagement across all touchpoints—online, offline, at the dealership, or via marketing communications.

  • Quote:

    “Whether it's better website development or email programs or communication styles... those impact both when you're showing up at the dealer or you're just getting, you see an advertisement on television.” (05:41, Mark Sucrease)

• Data Challenges in B2B2C Model (06:34): Managing data across independent dealerships and varied customer segments (e.g., business buyers and everyday consumers) is a key challenge.

Data-Driven Personalization

• Advances in Personalization (07:21): The dream of one-to-one marketing is finally becoming reality thanks to today’s massive data and faster AI capabilities.

  • Quote:

    “Now the idea of having like a segment of one—where a person can be individually treated and communicated to—is really where I think we’re headed.” (07:48, Mark Sucrease)

• Layered Data and Micro-Moments (08:59): Ford succeeds by identifying and acting on small moments and signals, rather than trying to overhaul the entire customer journey all at once.

  • Quote:

    “Trying to boil the ocean all at once is challenging. So that’s what we tend to do—focus on micro-moments that are impactful.” (09:59, Mark Sucrease)

Decisioning Layer in Martech

• Role of a Decision Engine (10:39): Mark sees decisioning as one of three pillars alongside data and content. He prefers a more flexible, standalone decisioning engine over tightly coupled packaged solutions, allowing for customization and use across various channels.
  • Quote:

    “Content has to be curated, created, designed and developed in a very molecular way... Once you have that, then having an appropriate decision engine.” (10:41, Mark Sucrease)
    “I’m sort of leaning more towards the standalone side... it allows me to help within things like maybe you're at the site of the dealer or maybe you're in a call center.” (11:33, Mark Sucrease)

Integration of AI and 'Agentic' Models

• AI as Accelerant and Risk (12:32): Ford is proactive in AI development but cautious regarding security and privacy. AI and agentic models will aid both automation and customer personalization, but steps are measured due to emerging regulations and risks.

  • Quote:

    “We’re focused on building customer relations. Agentic’s going to play a role—it’ll play a role in automation and effectiveness... but we’ll be taking cautionary steps along the way.” (13:10, Mark Sucrease)

• Back-End vs Customer-Facing AI (13:42): Ford employs AI in engineering (streamlining code) as well as in customer-facing chatbot experiences. Back-office applications provide quick wins and opportunities for safe, iterative learning.

  • Quote:

    “It’s easier to test and learn on the back office... before you ever take anything out to the public.” (14:16, Mark Sucrease)

The Future of Automotive Marketing Tech

• Vision Ahead (14:44): The future includes rapid product iteration, faster time to market, and improved engineering processes through AI, all for a legacy industry that is becoming increasingly agile.
  • Quote:

    “It’s just really sort of time to market, creating efficiencies, that fail-fast approach... there’s a lot of change that can happen in that space.” (15:38, Mark Sucrease)

Personal Reflections and Advice

Formative Career Experience

• Pivot from Sales to Data Science (16:15): Mark recalls the difficult but essential feedback from a friend that led him into a more fulfilling career.
  • Quote:

    “It was a hard thing to hear...but here we are 20 years later, and it worked out pretty well.” (16:48, Mark Sucrease)

Advice to Younger Self

• Embrace Fast Failures (17:15): Mark advocates for failing fast, moving on from ideas that don’t pan out, rather than persevering for too long.
  • Quote:

    “It’s okay to not have everything perfect... don’t hang on to stuff too long.” (17:46, Mark Sucrease)

Learning and Trends for Marketers

• Art Meets Science (18:03): Modern marketers must be both creative and technically adept. The fusion of art and science is the core of successful marketing today.

  • Quote:

    “If you’re not a marketer that’s like investigating in [tech], you’re probably somewhat outdated.” (18:19, Mark Sucrease)

• Subcultures of Interest (18:58): Mark is excited about the evolving subculture of AI within engineering and, on the personal side, off-roading/overlanding which fits well with his work at Ford.

Opportunities and Threats

• AI Adoption (19:54): The greatest opportunity—and threat—is harnessing AI. Marketers who adapt thrive; those who don’t risk irrelevance.
  • Quote:

    “If marketers stay relevant and hone their craft using AI, then it becomes a more effective tool... but it could become a threat if you’re not.” (20:01, Mark Sucrease)

Notable Quotes & Memorable Moments

• On personalizing at scale:

  “The idea of having like a segment of one...is really where I think we’re headed.” (07:48, Mark Sucrease)

• On decisioning and data:

  “Content has to be curated...in a very molecular way. The same way you’re looking at your data in a molecular way.” (10:41, Mark Sucrease)

• On fast-failing as a life lesson:

  “It's okay to not have everything perfect. If that fast fail approach...it's not working, let's move on to something else.” (17:46, Mark Sucrease)

• On the future of AI in marketing:

  “If marketers stay relevant and they hone their craft using AI then it becomes more a more effective tool... but it could become a threat if you're not.” (19:54, Mark Sucrease)

Timestamps for Important Segments

• Mark’s career origin story: 02:53
• Scope of role at Ford: 05:04
• Data and personalization challenges: 07:21
• Harnessing signals and micro-moments: 08:59
• Decisioning and Martech platforms: 10:39
• AI’s integration at Ford: 12:32
• Back-end vs. customer-facing AI: 13:42
• Future vision for automotive tech: 14:44
• Personal turning point: 16:15
• Advice to younger self: 17:15
• Tech skills and marketer evolution: 18:03
• Culture and personal interests: 18:58
• Opportunities and threats: 19:54

Episode Tone

The conversation is candid, insightful, with a focus on practical examples, honest self-reflection, and a balanced look at both the promise and risks of technology in marketing. Mark brings a grounded optimism and passion for innovation, while Alan keeps the discussion energetic and relatable.

This summary captures the essence and key insights of the episode, referencing direct quotes and providing timestamps for deeper exploration.