Effective marketing not only inspires an audience to act, but also quantifies and measures that audience’s response. For that reason, directly linking marketing spend to revenue has always been a priority. That’s why Ben Person, a longtime technology marketer, co-founded enterprise marketing technology company Tenon last year to provide organizations the ability to automate marketing workflows with as much accuracy and accountability as any other business function. (Tenon runs on the Now Platform.)

Person is also the co-author of Total Customer Growth, which introduces marketers to specific online account-based marketing strategies to differentiate customers just looking from those ready to buy, making sales more likely and saving marketing dollars in the process.

Now, the rules of marketing are changing as AI-related marketing tools are just beginning to proliferate. Person, however, doesn’t see AI replacing marketers, but rather as a way to empower them. This interview has been edited for clarity and length.