Leadership may expect AI adoption without a roadmap. Here’s a four-step framework for marketers to build practical AI skills and scale impact.

If your organization is discussing AI without providing a clear plan, change management resources or specific learning tools, this approach will help you take ownership of your upskilling journey.

AI at scale succeeds when teams are ready first. Build curiosity, clarify roles and redesign workflows before expanding technology.

The value is real, the hype is louder, but progress has been slower than most admit. Unlike martech tools that enhance a task or function, AI at scale reshapes entire roles. Yes, agents and workflows can make incremental improvements — but true scaling means transforming the organization to cut costs and boost efficiency. The most significant returns come from reinventing how work happens across teams and redefining the roles within them.

AI alone won't transform your company — your people will. Learn how to lead mindset shifts and build trust to drive real AI transformation.

Many companies are trying to implement AI transformation — but most stall because the focus is on technology, not of people. Successful transformation requires rethinking roles, processes and mindsets across the organization.

AI transformation goes beyond technology. Although AI is already part of daily life for people and companies, it is a big step from using AI to transforming your team, department or company. It requires thinking big and reimagining how you conduct business.

You must look across teams and functions to rewrite processes, boundaries and roles.

GenAI is transforming marketing across 10+ roles — from research and content creation to platform enablement and campaign execution.

Generative AI isn’t just transforming marketing — it’s already embedded in how marketing teams work. From researchers using AI to analyze customer sentiment to designers automating routine tasks, marketing professionals across functions are finding practical, immediate applications for AI tools. 

Unlike traditional martech implementations, this transformation is happening from the ground up as individual marketers adopt AI assistants for their daily work. Technology providers are rapidly developing AI agents for various jobs to be done and are now selling them to businesses and customers alike. 

Navigate the challenges of AI disruption in martech with a people-focused approach. Here’s how to get your team on board.

Generative AI is rapidly transforming marketing, introducing new capabilities that disrupt how we work. However, successful AI adoption requires more than just implementing new tools. It demands a people-focused approach to navigate the changes and align your teams for the transformation. Embracing AI is not just about technology but about managing change and enabling your teams to thrive in the evolving marketing environment.

Strategic preparation and emotional awareness are key for negotiating win-win deals

Negotiating with martech vendors requires a strategic approach that goes beyond budget considerations. From defining core needs to mastering emotional intelligence, here is a roadmap to navigate the nuances of vendor dynamics.

Seeking commitment and getting alignment are critical to ensure teams understand how the new solution will transform the way they work.

Martech is cross-functional by definition. Yet, I’m stunned at how many people talk about implementing martech on their own or only within their team. This may result from differing priorities, the desire to move fast or other excuses. Unfortunately, it’s a recipe for bifurcated data and reporting, duplication of effort and — dare I say — an ineffective solution. For martech to be successful, you need cross-functional alignment and support for the solution.