Key Highlights
- Marketing teams need collaborative leadership to keep up with the accelerating pace AI demands.
- Change management needs people to buy in to truly adopt change.
- The marketing fundamentals of knowing your customer and telling clear stories remain the foundation AI builds on.
Marketing looks very different today and I think it's even going to look more different 18 months to come. While it feels like the pace might be super-fast, I see how it can unlock velocity and opportunities for, you know, the job we do as marketers every day. Roles are shifting, so collaborative leadership is actually something that is going to be very important and we need to think about what that looks like on the day to day.
Change management cannot stop at communication. It cannot stop at the town halls or the emails. Change management really needs to put the people at the centre. Now, for you to get the people to move, it means that they have buy-in, and if you get them to buy in, then they will adopt.
The craft — it hasn't changed fundamentally. You still have to know your customer, you still have to tell clear stories. And for AI to accelerate our work, the foundation has to be there and we are the foundation.
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