TECHtonic: Trends in Technology and Services

In this episode of TECHtonic, Thomas Lah sits down with Cormac Whelan, CEO of Nitro Software, to unpack what it really takes to compete, and win, when you’re up against industry heavy weights.
As AI reshapes the software landscape, Cormac shares how smaller, more agile companies are using it as a force multiplier, enabling lean teams to innovate faster, deliver smarter products, and “punch above their weight.” But technology alone isn’t the advantage.
The real differentiator? Customer intimacy and value realization.
Cormac dives into how Nitro leverages deep customer insights to uncover massive efficiency gains, like reducing document redaction from hours to seconds, and turning those insights into scalable, AI-powered solutions. The conversation explores why traditional software models are breaking down, how pricing is shifting toward outcomes, and why proving value is now the ultimate competitive edge.
You’ll also hear:
Why incumbents still hold power, and where they’re vulnerable
How AI is changing product development, pricing, and go-to-market strategies
The growing importance of trust, security, and transparency
Why the future belongs to companies that deliver outcomes, not just software
If you're navigating today’s rapidly evolving tech landscape, this episode offers a clear message: the winners won’t be the biggest—they’ll be the most agile, customer-focused, and value-driven.

What happens when AI can do almost everything marketing teams used to own?
In this thought-provoking episode of TECHtonic, Thomas Lah chats with marketing leader Kathy Macchi to unpack a bold AI manifesto that’s challenging how CMOs think about their role, and their future.
As AI rapidly takes over content creation, campaign execution, and analytics, marketing teams face a critical crossroads: evolve into a strategic powerhouse—or risk becoming a commoditized service function.
Kathy breaks down:
Why most marketing work is quickly becoming “context”, and what remains truly “core”
The dangerous trap of over-automation (and how it can quietly erode your brand)
How AI is reshaping roles, workflows, and even org structures
Why “more content” actually makes it harder to stand out
The rise of “Move 37 moments”, when AI forces professionals to rethink their value overnight
This isn’t just about marketing. It’s about how professionals stay relevant in a world where AI keeps raising the bar.
If you’re a CMO, marketer, or a business leader navigating AI disruption, this episode will challenge how you think about strategy, value, and the future of your role.

AI is everywhere. So where is the real business value? In this episode of TECHtonic, TSIA’s Thomas Lah speaks with Sofi Elfving Hallberg, CEO and co-founder of Substorm and a machine learning pioneer who has worked in the field since the early 2000s. Sofi shares how the AI landscape has evolved from the early days of limited data and computing power to today’s generative AI boom, and why many companies are still struggling to move beyond experimentation.
They discuss why much of today’s AI investment may be chasing hype rather than solving meaningful problems. According to Sofi, the biggest opportunities lie not in generic generative AI tools, but in vertical, industry-specific solutions that tackle complex operational challenges—like quality control, document management, and other “boring” enterprise processes that can deliver massive ROI when optimized.
The conversation also dives into what it actually takes to make AI succeed inside organizations. From avoiding endless proof-of-concept projects to prioritizing change management and business ownership over IT-led initiatives, Sofi explains why delivering measurable value from day one is critical. For leaders trying to cut through the noise, this episode offers a practical roadmap for turning AI potential into real results.

Net revenue retention is under pressure. SaaS growth has slowed. Sales and marketing budgets are shrinking. And AI is forcing companies to rethink everything, from seat-based pricing models to how they engage, retain, and grow customers.
In this episode of TECHtonic, host Thomas Lah welcomes back Brent Grimes, CEO of Reef.ai, for a direct and timely conversation about what’s actually happening in the AI revenue landscape.
Since their last discussion, AI capabilities have advanced rapidly, but the bigger shift isn’t just better models. It’s how companies are using those models to survive and win in a far more demanding market. With declining net revenue retention across public SaaS companies and mounting pressure to “do more with less,” leaders can no longer rely on intuition, last-call sentiment, or broad segmentation strategies. The era of guessing is ending.
Thomas and Brent explore the rise of model-driven revenue management, where predictive AI doesn’t just improve forecasting accuracy but identifies churn risk months in advance, pinpoints expansion opportunities with statistical precision, and helps teams prioritize their time where it matters most. They discuss how upsell intelligence may actually unlock more upside than churn reduction alone, and how organizations are beginning to move from dashboards and insights toward autonomous workflows powered by renewal and expansion agents.
The conversation also dives into the practical realities of making this shift—from solving data quality challenges to building trust with revenue teams who must learn to work alongside models and agents rather than rely solely on instinct. As AI adoption compounds quarter over quarter, the gap between early adopters and laggards is widening, and 2026 may mark the moment when that divide becomes unmistakable.
If you own revenue, lead customer success, or sit in the CRO seat, this episode will challenge how you think about forecasting, expansion, resource allocation, and the future of go-to-market execution.

AI is no longer a distant promise, it’s actively reshaping how work gets done. But the biggest differentiator between companies that thrive and those that fall behind isn’t the technology itself. It’s how leaders guide people through the change.
In this episode of TECHtonic, TSIA’s Thomas Lah sits down with 2x best selling author and strategist Alison McCauley to explore what it really takes to move a workforce from fear of replacement to mastery of augmentation. They unpack why early AI gains compound so quickly, how invention, not just efficiency, drives long-term advantage, and why subject matter expertise is more critical than ever in an AI-powered world.
The conversation dives into practical realities leaders face today: managing shadow AI, balancing centralized governance with decentralized experimentation, measuring progress beyond ROI, and creating habits that make AI a natural part of daily work. Alison also shares a powerful framework for helping teams break out of “paralysis by possibility” and reimagine what’s newly possible for their business.
If you’re a leader wondering how to turn AI from a source of anxiety into a catalyst for growth, this episode offers both clarity and a roadmap.