Marketing is on the brink of another major evolution — one that will redefine how teams are structured, how work gets done and even what it means to lead. Artificial intelligence is no longer just a set of tools for automation or optimization. Increasingly, it’s becoming an integral part of the marketing organization itself. At …
Read more “What AI and agents mean for marketing teams — now and in the future”
A tough conversation is unfolding between marketing leaders and the C-suite. CMOs are realizing that static, deterministic metrics like attribution create false narratives. Many fear CEOs will blame or shame them for revealing that new insights invalidate much of their earlier reporting. The fear is real — but the bigger risk is staying trapped in …
Read more “Winning executive trust in the move beyond marketing attribution”
Marketing means constant reinvention. We launch, measure, tweak and sometimes scrap entire systems when new insights surface. I’ve managed more than a dozen platforms, rebuilt the same lifecycle journeys hundreds of times and relaunched campaigns in new forms. That same iterative discipline now defines how we approach AI. The question isn’t how to bolt it …
Bloomreach CMO Amanda Elam Cole joins Playbook Broken to dismantle the marketing “workflow” as we know it. From AI agents that build campaigns on prompts to the death of the website itself, this episode dives deep into how leaders can navigate chaos, unlearn what feels safe and build what’s next. Amanda and I talk about leadership, failure, unlearning and …
Every B2B GTM team loves to imagine itself as a band of evangelists — out in the market spreading belief, creating demand and converting the skeptical. It’s a romantic vision: heroic sales and marketing teams “making believers” out of the unconvinced. But the data — and the causal logic — don’t support the romance. Evangelism …
Read more “Why GTM keeps selling to the least profitable people”
This article was co-authored with Aparajita Mazumdar and Audrey Brosnan, experts in the Gartner Marketing Practice specializing in martech stack optimization, marketing technology, personalization and customer data management. Marketing leaders are facing a new reality: the costs of running multichannel campaigns are rising at an unprecedented rate. Expenses tied to technology, labor and media are …
Read more “Discover the secret weapon for marketers battling rising multichannel costs”
According to some estimates, more than half of the content on the internet is now generated by AI. Considering how long it took humans to generate the other half, you’re probably thinking, “That escalated quickly,” and it did. Among content creators, content marketers and nearly everyone who appreciates quality content and the craftsmanship it requires, …
Read more “How we built an AI ecosystem to amplify our event content”
Adobe is embedding generative AI and AI agents directly into content production workflows, the company announced today, aiming to streamline experience delivery through integrations with Amazon Ads, Google Marketing Platform, Innovid, LinkedIn and TikTok. Announced at the Adobe MAX creative conference, the updates include expanded functionality for Adobe GenStudio. The enhancements aim to address a …
I’ve been exploring the impact and importance of leveraging unstructured data in my previous articles for MarTech, and for this piece, I’m digging into perhaps the biggest source of insights and risk: our email. Much of the genAI email discussion is centered on the use of GenAI to produce better targeted, personalized mass email campaigns, …
Read more “Customer sentiment — and risk — are hidden in the emails in your CRM”
Eighty-six percent of Gen Z professionals now use AI daily at work, according to a new report by TrustRadius. It reveals a sharp uptick in AI adoption, a shift in how B2B professionals conduct product research and new content demands for marketers trying to remain visible in a generative AI-first environment. AI tools are no …
Read more “Gen Z leads surge in daily AI use, as B2B buying enters the generative era”