Episode
Ep. 87 - Grant Greenwood: How to Automate What Actually Matters in Enrollment
- Podcast
- The Signal
- Published
- May 15, 2026
- Duration seconds
- 2146
- Processing state
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Summary
What happens when a sitting vice president of enrollment management—who evaluates and buys ed tech every day—decides to build his own solution to a problem he's lived for 15 years? You get a conversation that cuts through the hype and gets real about what actually works in higher ed technology. In this episode, host Jeff Dillon welcomes Grant Greenwood, VP for Enrollment Management and COO at McMurry University, and co-founder of CardCapture, an ed tech startup reimagining how universities capture student leads at college fairs. Grant brings a rare dual perspective: he's both a buyer and a builder, a practitioner who feels the pain of clunky workflows and a founder who understands what it takes to build something better. Grant gets honest about the AI hype cycle, warning that the coming wave of AI agents could overwhelm students with automated outreach, creating a "postcard problem" for the digital age. He shares why he's skeptical of AI avatars making millions of calls, but optimistic about AI's ability to handle repetitive tasks like transcript processing and data organization. From the enrollment cliff to the unique challenges of small private institutions, and from his research on social media to the aha moment that sparked CardCapture, this episode is packed with practical insights for enrollment leaders, ed tech founders, and anyone trying to figure out where AI fits into the future of student recruitment. Key Takeaways The AI Hype Cycle Is Real—And Enrollment Leaders Need to Be Skeptical: Grant warns that the coming wave of cheap, accessible AI agents will tempt every institution to scale outreach dramatically. The risk is replicating the "postcard problem"—overwhelming students with so much automated messaging that even valuable communications get tuned out. AI…