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Outcome-Driven at Hyperscale: Ed Breault on AI Agents, OKRs, and Expansion
09/17/2025
Outcome-Driven at Hyperscale: Ed Breault on AI Agents, OKRs, and Expansion
On this episode of Attribution Nation, Drew Smith sits down with Ed Breault, CMO at Malbek, to discuss how outcome-driven thinking reshapes marketing from growth to hyperscale. Ed traces his path from nuclear energy to consulting, martech, and now legal tech, then dives into a framework for visualizing revenue across net-new and expansion, and why making customers wildly successful earns you the right to grow accounts. They get specific on measurement and OKRs, 3–5x pipeline coverage, and radical transparency that aligns marketing, sales, and CX. Ed also shares how AI agents accelerate experimentation, like A/B testing tone, voice, and playbooks by segment and signal, and why you “can’t be data-driven if you’re not outcome-driven.” Check out this conversation if you’re building an expansion motion, scaling with AI, or trying to prove marketing’s impact with clarity.
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