Patrick Thompson: Why your CRM is lying to you (and AI makes it worse)

Your CRM is Lying to You. Here's How to Fix It Before AI Makes It Worse. | Patrick Thompson (Clarify) | The Growth DOJO Most teams are deploying AI on top of a CRM that's been quietly lying to them for years. Inaccurate deal stages. Empty contact fields. A marketing-to-sales handoff that loses half its context before the first follow-up email ever goes out. In this episode, we sit down with Patrick Thompson, Co-Founder and CEO of Clarify — the world's first autonomous CRM. Patrick has a rare vantage point on this problem: he built a customer data platform (Iteratively, acquired by Amplitude in 2021) before he built a CRM, so he came at broken GTM data as a data problem first, and a sales problem second. We get into why 30 years of CRM software still hasn't fixed seller productivity, what actually happens when a team layers AI on top of a broken data stack, the practical audit every RevOps and demand gen team should run before touching AI, and the one interview question Patrick asks every GTM hire to filter out who's actually using AI versus who's faking it. In this episode: Why sellers still spend most of their time on everything except selling The real reason CDPs never fixed the GTM data problem (and what actually does) Why "people, process, technology" has the order backwards The five fields that break everything downstream if they're wrong or empty The interview question that separates "AI-pilled" hires from everyone else What a GTM team looks like when AI has absorbed the busywork Links: Clarify → https://clarify.ai Patrick on LinkedIn →   / patrickt010   Clarify Series A announcement → https://clarify.ai/blog/series-a About Patrick Thompson: Patrick Thompson is the Co-Founder and CEO of Clarify. Before Clarify, he was Head of Design for Jira Software at Atlassian, then co-founded Iteratively, a CDP focused on analytics data quality that was acquired by Amplitude in 2021. He left Amplitude in January 2024 to build Clarify, which has raised $22.5M in total funding and went into general availability in June 2025. About The Growth DOJO: The Growth DOJO is DOJO AI's podcast on marketing, GTM, and the channels most teams overlook. New episodes with operators who've actually done the work. #CRM #GTM #B2BMarketing #AI #RevOps #SalesOps #StartupPodcast