MarTech Podcast™ // Marketing + Technology = Business Growth

Episode: Doubling Down On Full Stack AE’s Or Diversifying?
Release Date: March 27, 2025
Host: Benjamin Shapiro
Guest: Sarah McConnell, VP of Demand Generation at Qualified

Introduction

In the March 27, 2025 episode of the MarTech Podcast™, host Benjamin Shapiro engages in a thought-provoking discussion with Sarah McConnell, the Vice President of Demand Generation at Qualified. The episode delves into the strategic decision facing modern marketers: whether to double down on Full Stack Account Executives (AEs) or to diversify into emerging marketing platforms such as TikTok and other social channels. This conversation is particularly timely as AI continues to reshape demand generation strategies.

Main Discussion

Doubling Down on Full Stack AEs

Sarah McConnell advocates for reinforcing the existing structure of Full Stack AEs. She emphasizes the robustness of Qualified's current sales processes and marketing strategies, which have proven effective at their scale.

• Sarah McConnell [01:46]:
  "I would say I'm doubling down on Full Stack AES and the reason why is because I think we have a pretty solid sales process and a pretty solid marketing strategy channels at Qualified that I feel really good about..."

Sarah highlights that at Qualified, leveraging Full Stack AEs aligns well with their established workflows and objectives. She also notes that this approach might differ based on the company's size, budget, and flexibility. For startups or companies with more resources, exploring emerging platforms might be more viable, but for her current organization, maintaining their proven methods is paramount.

Diversifying into Emerging Platforms

In contrast, Benjamin Shapiro presents an argument for diversification, particularly emphasizing the integration of more content into social channels. He underscores the potential of leveraging AI for content production, positioning it as a low-risk, high-reward strategy.

• Benjamin Shapiro [02:28]:
  "I'd diversify. I actually think the lowest risk is having more content in social channels. And so when I am evaluating, do I want to test automating content production? I'm biased. I run a content production company..."

Benjamin expresses his belief that expanding into diverse marketing channels can mitigate risks associated with relying solely on Full Stack AEs. He also voices apprehension about the idea of replacing human AEs with AI, suggesting that the personal touch in converting valuable prospects remains irreplaceable.

• Benjamin Shapiro [02:53]:
  "...when you're talking about replacing the AES with a computer, then you're taking potentially your most valuable prospects and right before they're about to become customers, and you're saying, nah, I'm going to let my calculator do that. That scares me a little."

Reevaluating Strategies

The conversation takes a dynamic turn as Sarah acknowledges the merits in Benjamin's perspective, indicating a willingness to reconsider her stance on diversification.

• Sarah McConnell [03:08]:
  "That is fair. And see, I was like, I could be convinced otherwise, you put it that way. And I'm like, I could flip and diversify here in emerging platforms."

This exchange highlights the importance of flexibility and openness in marketing strategies, especially in the fast-evolving landscape shaped by technological advancements like AI.

Key Insights

1. Strategic Alignment:
   Companies must evaluate their current processes, team size, budget, and market position before deciding whether to reinforce existing strategies or explore new platforms.

2. AI Integration:
   While AI offers scalable solutions for content production and demand generation, the human element in sales remains crucial, particularly in nurturing high-value prospects.

3. Risk Management:
   Diversification into various marketing channels can serve as a risk mitigation strategy, ensuring that companies are not overly reliant on a single method or platform.

4. Flexibility and Adaptability:
   Marketers must remain adaptable, ready to pivot strategies based on evolving market dynamics and technological innovations.

Conclusions

The episode underscores a pivotal decision point for marketers: whether to consolidate their efforts within proven frameworks or to venture into new, potentially lucrative platforms. Sarah McConnell's initial preference for doubling down on Full Stack AEs reflects a strategic focus on leveraging established strengths. Conversely, Benjamin Shapiro's advocacy for diversification, powered by AI-driven content strategies, presents an alternative path geared towards expanding reach and mitigating risks.

Ultimately, the discussion illustrates that the optimal strategy may vary based on an organization's unique circumstances, and a balanced approach that incorporates both consolidation and selective diversification could offer the most sustainable growth.

Notable Quotes

• Sarah McConnell [01:46]:
  "I'm doubling down on Full Stack AES because we have a pretty solid sales process and a pretty solid marketing strategy..."

• Benjamin Shapiro [02:28]:
  "I think the lowest risk is having more content in social channels."

• Benjamin Shapiro [02:53]:
  "Replacing the AES with a computer... that scares me a little."

• Sarah McConnell [03:08]:
  "I could flip and diversify here in emerging platforms."

Closing Remarks

As the episode concludes, Benjamin Shapiro extends thanks to Sarah McConnell for her valuable insights and encourages listeners to connect with her via LinkedIn or visit Qualified's website. The host also invites new listeners to subscribe for ongoing marketing and technology expertise.

• Benjamin Shapiro [03:50]:
  "...until next time, my advice is to just focus on keeping your customers happy."

Connect with Sarah McConnell:
LinkedIn Profile | Qualified.com

Subscribe to the MarTech Podcast™:
Available on all major podcast platforms and YouTube.

This episode of the MarTech Podcast™ offers a nuanced exploration of strategic decision-making in demand generation, blending human expertise with technological innovation. Whether reinforcing established practices or embracing new platforms, the dialogue provides valuable perspectives for marketers aiming to drive business growth in an increasingly digital landscape.