#772: Contentful CMO Elizabeth Maxson on AI-augmented human creativity in marketing

Summary

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Podcast Summary: The Agile Brand with Greg Kihlström® — Ep. 772

Guest: Elizabeth Maxson, CMO at Contentful
Date: November 21, 2025
Main Theme: AI-Augmented Human Creativity in Marketing

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Episode Overview

This episode explores how artificial intelligence (AI) is changing the role of the modern marketer—not by replacing human skills, but by amplifying them. Greg Kihlström and guest Elizabeth Maxson, CMO at Contentful, discuss insights from a new study on AI’s impact on marketing, the shift towards augmented creativity, the rise of new marketing roles, and futureproofing teams and strategies in an AI-driven landscape.

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Key Discussion Points and Insights

1. Introduction & Guest Background

[02:13–03:14]

• Elizabeth Maxson outlines her career journey: Started in agency-side experience marketing, spent over a decade at Salesforce (eventually CMO of Tableau), now entering her second year as CMO of Contentful.
• Personal note: “I also like to joke that I’m a four-time mom, I have four little kiddos all under the age of eight and my family and I live in San Francisco.” (Elizabeth Maxson, [02:38])
• Contentful’s core: A digital experience platform powering apps/websites for 4,200+ brands (e.g., Heinz, KFC, Ruggable), helping them deliver personalized, scalable digital experiences.

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2. Reframing AI’s Role in Marketing

[03:56–05:52]

• Rather than triggering replacement fears, AI’s greater value lies in offloading repetitive or mundane tasks—freeing marketers for creative, empathetic, and strategic functions.
• Elizabeth: “The more that AI can handle the mundane tasks that marketers don’t want to be doing, that really gives them that time back to be more human…driving creativity, empathy and even judgment.” ([04:37])
• AI delivers not just end-of-process data, but insights that inform entire campaign cycles, enhancing creativity and impact.

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3. Building a Positive AI Culture

[06:24–08:40]

• Mindset shift required: AI isn’t just a tool, but a team enabler and amplifier.
• Leaders should foster an AI-first culture via:
  • Training: 45% of organizations now provide mandatory AI training. “I don’t think anyone should be using AI unless they’ve been properly trained to make sure they are doing that in a safe and ethical way.” (Elizabeth, [06:56])
  • Collaboration/Sharing: Example—Contentful’s “AI Prompt Playground” Slack channel for swapping tips, successes, and failures.
    • Memorable moment: The “NASCAR slide” (customer logos) automation story, illustrating the iterative, collaborative, and sometimes messy nature of AI adoption.

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4. New and Unseen Skills for Marketers

[09:09–09:58]

• Hard Skills: Besides prompt optimization, top-ranked marketer skills include data analysis, digital experience design, and personalization.
• Soft Skills: Curiosity, empathy, cultural awareness, and a learning mindset. “Those are all skills that AI will never give you. Bringing your own human element … is really gonna be critical.” ([09:36])
• Implication: Hiring practices and team development should prioritize these traits.

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5. Evidence-Based Creativity & the Full-Stack Marketer

[10:31–12:11]

• Evidence-based creativity: Marketers should leverage AI-powered data up front, informing campaign strategies rather than only using data retrospectively.
• “Leaders need to take more risks in experimentation based on data insights … having AI-driven insights at the front of everything… and allowing the humans to really bring the creativity to drive that and really differentiate yourself from this AI slop that is just happening all over the place.” (Elizabeth, [10:45])
• Example: By using web analytics, Contentful identified 23% of web visitors as logged-in customers—triggering more relevant homepage messaging.

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6. AI and the (Lack of) Team Size Reduction

[14:33–15:53]

• Despite faster content creation, most companies haven't reduced headcount or dependencies—a so-called “optimization-execution gap.”
• “96% of CMOs are prioritizing AI adoption. However, only 65% are actually putting meaningful investment behind it.” (Elizabeth, [15:03])
• Key challenge: Shifting from experimentation to deeply embedding AI in operational workflows and tech stacks.

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7. Evolving Team Structures & New Roles

[16:19–18:16]

• Emergence of hybrid or novel roles:
  • AI engineer: Technical integration and martech enablement.
  • Content Automation Strategist: Term coined by Sydney Sloan, CMO peer, focusing on scaling content/personalization via AI.
• Growing cross-functional collaboration—old silos between content, digital, and data roles are dissolving.
• “It’s a really exciting time to be a marketer… It’s actually new skills and new roles that are emerging across the board.” ([17:22])

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8. Future-Proofing the Martech Stack

[18:19–19:49]

• CMOs gravitate toward a “sweet spot” of 6–10 tightly integrated tools.
• Recommendation: Foster a sharing culture and set explicit goals for what AI should achieve (e.g., time savings, insourcing, automation).
• Contentful’s “cloud native, API-first approach” supports extensibility and flexibility for evolving martech needs.

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9. Looking to the Next Frontier: Generative Engine Optimization (GEO)

[20:02–21:09]

• Emergent Theme: The rise of “GEO”—optimizing for LLMs (large language models) as new content channels/distribution modes.
• “It’s a huge content strategy shift… a lot of marketing leaders, we’re learning what this means for our websites...It’s almost thinking about leveraging an LLM as it’s a new persona…it’s just a new way of thinking, of getting content out to AI just as you would a person.” (Elizabeth, [20:06])

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Notable Quotes & Memorable Moments

• On AI Culture:
  “It really starts with driving a proper AI culture. That’s the one thing I don’t think enough leaders are talking about right now.” — Elizabeth Maxson ([06:24])

• On Human Skills:
  “AI will never give you … curiosity, empathy, cultural resonance.” — Elizabeth Maxson ([09:36])

• On Evidence-based Creativity:
  “Allowing the humans to really bring the creativity to drive that and really differentiate yourself from this AI slop that is just happening all over the place.” — Elizabeth Maxson ([10:54])

• On Futureproofing:
  “Proper goal-setting—what is the AI solving for?...There needs to be a much bigger attention around what is the goals that AI is actually trying to solve.” — Elizabeth Maxson ([18:51])

• On Generative Engine Optimization:
  “It’s a huge content strategy shift … it’s almost thinking about leveraging an LLM as it’s a new persona, it’s a new channel.” — Elizabeth Maxson ([20:12])

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Timestamps for Important Segments

• [02:13] Elizabeth Maxson’s background
• [03:14] What Contentful does
• [04:37] The positive impact of AI: freeing marketers for strategic/creative work
• [06:24] Building an AI-driven culture (training, sharing, collaboration)
• [09:09] Essential new skills for marketers: hard and soft
• [10:31] Evidence-based creativity, data-driven creativity
• [14:33] The optimization-execution gap; AI’s limited impact on team size
• [16:19] New roles in marketing: AI engineer, automation strategist
• [18:19] Martech stack considerations; integration and goals
• [20:02] GEO (Generative Engine Optimization) as the next big shift
• [21:30] Elizabeth’s “five great characteristics of a marketer”
• [21:44] “Stick it, flex it, push it” content framework

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Conclusion

This episode offers marketing leaders actionable insights on harnessing AI to elevate—not automate away—human creativity, empathy, and innovation. Elizabeth Maxson reveals how leadership, intentional culture-building, and a mindset shift are critical for marketing organizations to thrive amidst AI’s rapid evolution. Looking forward, staying agile, focusing on both hard and soft skills, and anticipating new paradigms like Generative Engine Optimization will define the future-ready marketer.

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Transcript

[A]

The agile brand.

[B]

Welcome to Season seven of the Agile Brand where we discuss the trends and topics marketing leaders need to know. Stay curious, stay agile and join the top enterprise brands and martech platforms as we explore marketing, technology, AI, E commerce and whatever's next for the Omnichannel customer experience. Together we'll discover what it takes to create an agile brand built for today and tomorrow and built for customers, employees and continued business growth. I'm your host Greg Kilstrom, advising Fortune 1000 brands on martech, AI and marketing operations. The Agile Brand Podcast is brought to you by Tech Systems, an industry leader in full stack technology services, talent services and real world application. For more information go to teksystems.com to make sure you always get the latest episodes, please hit subscribe on the app you listen to podcasts on and leave us a rating so others can find us as well. Now onto the show. With increased AI adoption, is the most valuable skill for a modern marketer? Empathy with customers? Or is it successfully prompting Contentful? In partnership with Atlantic Insights, the Atlantic's marketing research division recently conducted a study of over 425 marketing decision makers including 103 CMOs. This study, when Machines Make Marketers More Human, challenges the notion that AI will replace many marketing functions and instead demonstrates how AI can amplify marketers effectiveness, creativity and impact. Today we're going to talk about how AI is reshaping the very definition of a modern marketer. We'll explore the shift from simply automating tasks to augmenting human creativity, the rise of the full stack marketer and what skills are becoming non negotiable in an AI driven world. To help me discuss this topic, I'd like to welcome Elizabeth Maxson, CMO at Contentful. Elizabeth, welcome to the show.

[A]

Hey Greg, thanks so much for having me.

[B]

Yeah, looking forward to talking about all.

[C]

Of this with you. Before we dive in though, why don't you give a little background on yourself.

[B]

And your role at Contentful?

[A]

Yeah, let's do it. To start, I've just been a marketer my entire life and a big part of my experience first started on the experience marketing agency side working with many different customers and clients from automotive to technology. And then I moved on the corporate side where I spent more than a decade at Salesforce in a variety of different roles throughout marketing and through that job I became the CMO of Tableau and I am now running into year two now as a CMO of Contentful. So two time CMO and I also like to Joke that I'm a four time mom, I have four little kiddos all under the age of eight and my family and I live in San Francisco.

[C]

Nice, nice, that's great. And you know, to give our audience a little context for the conversation and maybe for those that are a little less familiar with Contentful, could you talk a little bit about, you know, what's, what's the platform's core focus and the types of marketing and leaders that you work with?

[A]

Yeah, I bet a lot of everyone listening to this podcast actually interacts with our platform without even knowing it. So whether you are ordering food from your favorite restaurant on an application or you're shopping online, you're getting your favorite game day stats in an application, you are likely working or being on Contentful. Because we are a leading digital experience platform that helps modern businesses meet the growing demand of engaging, personalized experiences. We have over 4,200 customers ranging from Heinz to KFC to Ruggable, and we help our customers really deliver digital experiences for customers at scale.

[C]

Love it.

[B]

So, yeah, let's dive in here.

[C]

And we're going to, we'll start with the strategic aspect of this and talking about how AI is has the potential to augment marketers, not simply replace them. You know, I know, I know there's a lot of talk and, you know, a lot of people concerned with jobs and things like that, but, you know, the idea that AI can make marketers actually more human is a bit counterintuitive. But how do you see AI acting as a catalyst for marketers to lean more into the uniquely human skills like strategic thinking and creativity, rather than just becoming faster content producers?

[A]

Yeah. So I think it first starts with there's just a lot of doom and gloom narratives out there right now about this fear that marketers are getting their jobs replaced by AI. And we've thought this report in partnership with the Atlantic was a great way to really have a positive take on what's really happening in the industry. And when I take a step back and really look at the core problem, it's that teams just want to move fast. You know, 40% of marketers say that fast and efficient execution is really going to define their success, but it also means that they want to deliver quality content. And the way that I look at it is the more that I can handle the mundane tasks that marketers don't want to be doing, that really gives them that time back to be more human and really driving creativity, empathy and even judgment and gives them really that flexibility and capacity to have that strategic thinking and building creative campaigns. So when you think about the power of AI and also the use of AI insights and analytics, you know, those types of data analysis comes now in more of the strategic side and not just the end of optimization and performance. So again, I think that marketers are having more use of AI through their entire content life cycle to really be driving success across every campaign that they are creating.

[C]

Yeah. And so for those leaders out there listening, you know, some of this is also a mindset shift. I mean, again, we hear a lot about the efficiency play part of this, which is not, you know, not untrue. You know, there's, there's a lot of efficiencies to be gained. But you know, how do you as a leader shift a team's mindset from seeing AI as, you know, simply a replacement for tasks to seeing it as an amplifier for their own talent and.

[B]

Even their own judgment?

[A]

I mean, honestly, it really starts with driving a proper AI culture. That's the one thing I don't think enough leaders are talking about right now. They're very focused on the tools. What tool are you using for this? What tool are you using for that? And I don't think anyone's spending enough time actually looking what is the culture that you're trying to drive in your organization. You know, we found, for example, mandatory training is really critical. 45% of orgs are now offering AI training. I don't think anyone should be using AI unless they've been properly trained to make sure that they are doing that in a safe and ethical way. And then I think another big part of this is also sharing. One of the things that I find with a lot of tools that I use myself is it's a very one to one experience. Right. There's not a place where we're currently collaborating in, you know, prompts or chats together. And so how are we sharing what we're learning? If anything, I think we're all have been untapped as this new learners. Right. And so an example that we do at Contentful is we actually started what we call the AI prompt playground. And it's a channel within Slack and it's a way to really share what's working and also what's not working and really help make some really great connections across the company. One example I'll give, I know all marketers can resonate with is, you know, we call it the NASCAR slide, you know, the slide that has all your customer logos on it. Right, right. That is for a product marketer it's the pain to create that slide and pull all those logos takes a lot of. And so our new go to market leader is new to the company. He wanted to make some updates and he did this using AI and so he shared it on the prompt playground and instantly I tagged our customer marketing team saying okay, advocacy team, what do you think of this? They're like, oh, these are all the wrong logos. But what was great about it was he had a great idea, he was solving a problem, but he needed to take it to the next step. And what that was is, okay, now let's leverage this AI engineer that we are hiring and, and get them to build a data connector to Salesforce and make sure that in Salesforce we have all of our approved logos to help feed into that content. So my point of this is when you drive a culture that's really sharing this learning, you can help. You know, the good, the bad, the ugly. It's what are people getting out of it, what are they learning from it? And that really starts with having a proper AI culture.

[C]

Yeah, yeah. And that's, you know, part of that is, you know, people learning new skills. I mean obviously they have, they have to know marketing, they have to know creative, they have to know brand. But there's new skills that need to be learned. I mean, you know, in addition to things like prompt writing, you know, what, what do you see as maybe one or two of the less obvious AI enabled skills that you see becoming critical for marketing teams to start cultivating right now?

[A]

Well, I put this in two buckets. First from our research prop optimization that you've already mentioned that an obvious one. But there's three other skills that marketers actually do rank that are really important to them and that is data analysis is digital experience, design and personalization. But I also feel the second bucket are soft skills. For example, being more curious, empathetic, trying to think through lived experiences and cultural resonance. Those are all skills that AI will never give you. And so really bringing your own human element to, to the table is really gonna be critical. And I think it gives us an opportunity as leaders to start thinking about how to hire differently. How do you hire for someone that is more curious, that wants to be asking a lot of questions. And again, that whole learning growth set mentality I think is really gonna be an unlock for a lot of marketers.

[C]

Yeah, yeah. And that kind of points to the research that you mentioned, points to the rise of a full stack marketer as it's termed. And you know this, that idea the full stack marketer. And this also this idea of, you know, evidence based creativity requires a new workflow. Could you maybe define some of those terms a little bit as well as, you know, how you see these, these teams kind of being embedded within, within the creative process?

[A]

Yeah, let's start with evidence based creativity. This is honestly my favorite topic. So what this means is it's the ability to combine human with AI driven insights. I alluded to this a little bit earlier, but if you think about a lot of marketers and when they think about data, they often use data at the end of the content lifecycle they want to think about, okay, I've put content out into the world. How did it perform? And what marketers need to start doing is really start with data to inform their campaign strategy. So I think leaders need to take more risks in experimentation based on data insights that can help inform their experiments and overall think through their different strategies and campaigns by having this AI driven insights at the front of everything that they're doing and then allowing the humans to really bring the creativity to drive that and really differentiate yourself from this AI slop that is just happening all over the place.

[C]

Right, right.

[A]

One way. For example, at Kitenful, we actually saw 23% of visitors to our website click on the login button. Well, of course you could assume if they're going to log in they must be a customer. So why would I then have a homepage where they're logging in be about why buy contentful? They've already bought it. So that was a really great trigger for our web team to think through. Okay, if we know people are logging in, then if they need to start seeing new messages that are not why buy Contentful? But what are other things they can be learning about our new features or things that we want them to adopt. So just actually thinking big and starting small, especially in terms of personalization or just thinking through how to use your data more effectively, is really going to help bring that human creativity and drive those campaigns forward.

[B]

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[C]

So another thing from the data in the report is it's suggesting that AI is making content creation faster, but it's not necessarily reducing team dependencies or leading to massive output gains with fewer resources. What do you believe is the real bottleneck here? And is efficiency even the right metric for leaders to be focused on?

[A]

You know what I don't know that necessarily is what we're finding is what we're calling the optimization execution gap, which means we have found that 96% of CMOs are prioritizing AI adoption. However, only 65% are actually putting meaningful investment behind it. And I think that's really the gap there, right? It's like we're all being asked to do more with less. That is nothing new to ask of a marketer, but we're asking to supplement that with AI. And I think a lot of marketers are still stuck in this experimentation phase and they need to Start thinking about how are they going to deeply embed AI into their workflows, support their operations, get to a place where their team can really be innovating while these tools are seamlessly part of their tech stack, stack to help them move faster. So this really needs to be a shift away from that experimentation and really find a way to get to a place of a little bit more commitment.

[C]

Yeah, yeah. And so, you know, if, if AI isn't leading to smaller teams, then, you know, what, what is it changing about team structures and, you know, team collaboration? You know, are you seeing new roles emerging or maybe a blurring of lines like, you know, between, you know, previously siloed functions like data content, digital experience, you know, what, what are you seeing there?

[A]

I mean, of course there's a lot of talk of how everyone is building their own agents and agents are teammates. That's kind of one school of thought. Right. But there's also a whole nother set of roles that are emerging. So, for example, an AI engineer, we just hired an AI engineer, as I mentioned earlier, on our team to really help focus on our marops and really add our tech stack and how this is going to be more properly integrated. But also I'm finding some really neat roles that are coming out of my peers as well. I was at a CMO event last week. One of my great CMO friends, Sydney Sloan, she thought of this idea of a Content Automation strategist as someone who uses AI to scale content production and personalization, and I just really love that. I was like, I hadn't heard that one yet. I was like, okay, yes, every team needs this. Right? So, and of course, at Contentful, we love content. So anything about, you know, content Automation strategist sounds amazing to me, but I thought that was a really unique view from her. So I think the big thing about it is I'm still learning these news roles. Right. If with every time that I'm talking to new CMOs and CROs and we're thinking about go to market, there's so many new roles that are emerging. And again, I think that's a really exciting time to be a marketer and not really be that fear pace that AI is going to take over our jobs, it's actually new skills and new roles that are emerging across the board. Yeah.

[C]

And I mean, I wonder also if it's also expanding. You know, it's like the stuff that you don't get time to do in the day but you wish you could, right? You know, so even content.

[A]

Yeah, exactly.

[C]

Content Scaling and things like that. Well, if only I had the, you know, two hours a day or whatever to focus on that instead of all of the other repetitive tasks or whatever. So like I wonder if some of this is really just again making meaningful and expanded roles out of all of those things that, you know, as humans we're creative enough to think about. We just don't have the time to do because of the, you know, whatever it is, drudgery or just repetitive tasks.

[A]

Yes, 100%.

[C]

So you know, thinking about the road ahead, you know, a little bit of future proofing the marketing organization. As we continue down this path, you know, marketers become more fluent with AI, you know, agents, copilots, generative tools. How should leaders be thinking about the broader marketing technology stack? Does this demand more tight integration, intelligent platforms, more flexibility, best of breed. What are your thoughts there?

[A]

I mean so our report indicates that that sweet spot is actually between six to ten tools on average. But what I really think needs to happen again is driving that proper AI culture. Another part of that we talked about sharing, but I also think it's about proper goal setting. What is the AI solving for? Is it solving for giving you two hours back in your time? Is it solving by reducing funding in a different area, let's say maybe an outside agency you can bring some tools in house. So I think there needs to be a much bigger attention around what is the goals that AI is actually trying to solve and then finding ways that you can be integrating seamlessly into your tech stack is just going to make it easier for your team. So from us, from contentful, we're cloud native, we're API first approach which really gives our customers that infinite extensible platform to really work with and adopt different integrations, be able to customize and do what you need to do to help you move faster.

[C]

Yeah, yeah, love it. Well, a couple last questions here as we wrap up. Let's say if we were having this interview a year from now, what is one thing that we would definitely be talking about?

[A]

100% the evolution of GEO generative engine optimization. This is the one topic that is hot for every CMO that you talk to. And it's the way that your brands and companies show up in LLMs today and how they're ranking, what are those results and what is the content you need to create for the LLMs to crawl that content in the way that your brand shows up the way that you need it to. And so it's a huge content strategy shift. These algorithms are changing. I feel like by the day. And again, you know, a lot of marketing leaders, we're learning what this means for our websites. It's almost thinking about leveraging an LLM as it's a new Persona, it's a new channel, it's just a new way of thinking, of getting content out to AI just as you would a person. So I think that I'm really excited to see how this evolves in the next year.

[C]

Yeah, yeah, yeah. In a way, it reminds me of the old days of SEO with the probably Dave, myself, like the Lycos and altavista and all of the. Yes, it's kind of what am I optimizing for Perplexity or chatgpt or whatever. So, yeah, let's.

[A]

Now we'll know how everyone dates themselves if they start talking about SEO.

[B]

That's right.

[C]

Totally. Totally. Well, we'll have to have that conversation in a bit, so that'd be great. Well, one last question for you before we wrap up. What do you do to stay agile in your role and how do you find a way to do it consistently?

[A]

I mean, I think the biggest thing for me is I really infuse with my team what I believe are these five great characteristics of a marketer. And it's being creative, it's agile, as you mentioned, simple. Just call the thing the thing, you know, simple. With our processes, we're persistent and we have passion. And I feel again, in this AI world and everyone has an opportunity to learn and we need to be more focused on sharing what those learnings are from. We can learn from each other. And then lastly, for us, we're all about provoking human emotion. You know, going back to. We have lived experiences and how can we be sharing that and really connecting with customers in a different way? A framework that we love at Contentful is what we call stick it, flex it, push it. You know, stick it means you're on message. Sure. You said what our product does, flex it means maybe you have a little bit more of our tone of voice and pushes, meaning that you really do provoke some human emotion. And that's one of the things that I really try to push my team is to really push our own content, to really tie back to that human touch. Thank you, Greg. This is an awesome conversation. Appreciate you having me on.

[C]

Yeah, thank you so much. Well, again, I'd like to thank Elizabeth Maxson, CMO at Contentful, for joining the show. You can learn more about Elizabeth and.

[B]

Contentful by following the links in the show notes. Thanks again for listening to the Agile brand brought to you by Tech Systems. If you enjoyed the show, please take a minute to subscribe and leave us a rating so that others can find the show as well. You can access more episodes of the [e-mail] that's theagile brand.com and contact me. If you're interested in consulting or advisory services or are looking for a speaker for your next event, go to www.google greggkillstrom.com that's G R E G K I H L S t r o m.com the Agile brand is produced by Missing Link, a Latina owned, strategy driven, creatively fueled production co op. From ideation to creation, they craft human connections through intelligent, engaging and informative content. Until next time, stay curious and stay agile.

[A]

The Agile Brand.

[B]

Before we continue, I wanted to share a key strategic resource that a majority of the Fortune 500 are already aware of. Finding the best technology, business and talent solutions is not easy. With business demands and competitive pressures mounting, you need to be able to design, deploy and optimize your technology to provide leading customer experiences while driving business growth. Those of you that have been listening to this show for a while know that this podcast is brought to you by Tech Systems, a global provider of technology, business and talent solutions for more than 80% of the Fortune 500. Tech Systems accelerates business transformation for their customers. Whether you're looking to maximize your technology roi, drive business growth, or or elevate customer experiences, Tech Systems enables enterprises to capitalize on change. Learn [e-mail] that's T E K systems.com now let's get back to the show.