"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 on - it's which jobs actually need to be done and how they should be done now."
"AI readiness in marketing, especially in CRM, demands a closer look at the processes and roles behind every output. Instead of asking whether AI can write an email, ask whether that step still needs to exist - and who or what should own it. The goal is simple: expose the bottlenecks, redundancies and misalignments that AI can finally fix so humans can focus on the work that truly needs them."
"Most marketing inefficiency lives in the translation between teams. AI surfaces errors immediately because machines require precision where humans can tolerate ambiguity. That's why your step zero has nothing to do with AI. It's about separating jobs from tasks: Job: The outcome that must happen (e.g., secure legal approval for campaign messaging). Task: The steps or rituals we currently perform to make that job happen (e.g., write draft → email legal → wait for edits → update doc → resend → upload to platform)."
AI readiness in marketing requires rethinking work design rather than simply adding models. Teams should identify which jobs must still exist, clarify outcomes, and assign clear ownership before introducing AI into CRM systems. AI amplifies misalignment because models demand precision where humans allow ambiguity; that exposes translation errors between teams. Organizations should separate jobs (the outcomes that must happen) from tasks (the rituals currently performed) and then evaluate where automation, retrieval-augmented generation, or model-context protocols can replace steps. The immediate aim is to remove bottlenecks, redundancies, and misalignments so humans can focus on uniquely human work.
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