In this episode of The Growth System, Colin and Chris delve into the critical role of technology infrastructure in B2B growth. They explore the concept of systems thinking, emphasising the importance of a well-architected tech stack that serves as the nervous system of an organisation. The discussion covers the balance between centralisation and local autonomy in tech decisions, the rise of shadow IT and AI, and the need for collaborative ownership of infrastructure decisions to ensure effective governance and synergy across business units.

In this conversation, Chris and Colin explore the evolving landscape of technology in growth teams, emphasising the importance of RevOps in making informed technology decisions. They discuss the challenges posed by the proliferation of tools, context switching, and cognitive load on employees. The conversation highlights the need for democratization of technology use within organizations and the potential of AI to streamline processes and reduce the burden of managing multiple applications. Ultimately, they advocate for a human-centered approach to technology integration in order to enhance productivity and collaboration.

00:00 Introduction to B2B Growth Systems

01:50 Understanding Infrastructure in Growth Systems

06:33 The Role of Feedback Loops in Tech Stacks

09:49 Centralisation vs. Local Autonomy in Tech Decisions

15:28 The Rise of Shadow IT and AI

22:43 Emerging Capabilities in Technology

29:29 Collaborative Ownership of Infrastructure Decisions

32:32 The Role of RevOps in Technology Decisions

38:01 Empowering Teams with Technology

40:16 The Proliferation of Tools and Context Switching

47:29 Cognitive Load and Decision Fatigue

52:24 Addressing Tool Tribalism and Fragmentation

56:04 The Future of AI in Reducing Context Switching