E156: When AI Runs GTM, What Do Humans Still Own?

E156: When AI Runs GTM, What Do Humans Still Own?

In this episode of B2B Marketing Futures, revenue and marketing leaders explore what happens when AI increasingly powers go-to-market execution and how organisations should decide where human expertise still creates the greatest value. The conversation examines how AI is reshaping sales and marketing workflows, from account identification and content creation to pipeline prioritisation and revenue execution, while raising new questions around governance, customer experience, and decision-making. The panel discusses where human judgement, strategic thinking, creativity, relationship-building, and organisational alignment remain essential as AI becomes more deeply embedded across the revenue engine. Participants: Brooke Huckabee, Head of Global Revenue Enablement at SAS Caitlin Crawford, Chief of Staff to the CRO at Outreach Christy Marble, 4x Chief Marketing Officer, most recently at Siteimprove

E155: What Actually Matters in B2B Marketing After AI

In this episode of B2B Marketing Futures, senior marketing leaders explore what actually creates competitive advantage in B2B marketing as AI rapidly transforms how teams execute, scale, and engage buyers. The conversation examines which marketing activities are becoming commoditised as AI-powered content creation, personalization, outbound campaigns, and workflow automation become widely accessible. The panel discusses where human judgement, strategic thinking, creativity, customer understanding, and brand differentiation continue to drive meaningful results in an increasingly automated landscape. Participants: Dhiraj Kumar, Chief Marketing Officer at Dashlane Margaret Dawson, Chief Marketing Officer at SUSE Simcha Weil, Demand Generation Leader at AU10TIX

E154: The end of B2B GTM as we know it

In this episode of B2B Marketing Futures, senior marketing leaders come together for a roundtable discussion on how AI is reshaping modern B2B go-to-market strategy and challenging many of the traditional assumptions behind marketing, sales, and revenue growth. From AI-powered content creation, outbound support, localization, and workflow automation to the growing importance of human judgement, trust, and operational integration, the conversation explores where AI is genuinely replacing human effort and where experienced teams still create the greatest value. The episode also explores what B2B GTM teams should continue to own as AI takes on more operational work, including the future role of brand, customer experience, proprietary workflows, data strategy, and human decision-making in the lead-up to 2030. Participants: Justin Meredith, Digital Marketing Manager at Birdeye Suvish Viswanathan, Head of Marketing for European Operations and DACH Business Initiatives at Zoho

E153: B2B GTM in the AI Era

In this episode of B2B Marketing Futures, senior marketing leaders come together for a roundtable discussion on how AI is reshaping modern B2B go-to-market strategy and redefining how marketing, sales, and customer engagement teams operate in an increasingly AI-driven landscape. From AI-powered research, segmentation, and campaign execution to the growing importance of human judgement, brand trust, and localization, the conversation explores how organizations are balancing automation with authentic customer connection. Drawing from real-world experience across SaaS, demand generation, localization, and enterprise marketing, the group shares insights on integrating AI into GTM workflows, improving marketing effectiveness, strengthening alignment between teams, and preparing organizations for the next era of B2B growth. Participants: * Andrew Thomas, VP of Marketing at Acclaro * Harry Davies, VP of Marketing Strategy, Investment and Effectiveness at Sage * Jessica Tozer, Head of Demand Generation at Ninety

E152: Re-imagining Marketing with AI

In this episode of B2B Marketing Futures, senior marketing leaders come together for a roundtable discussion on how AI is reshaping modern B2B marketing and redefining the future of go-to-market strategy. From AI-powered execution and evolving buyer behaviour to the growing importance of brand trust and differentiation, the conversation explores how marketing teams are adapting to a world where content creation, targeting, and campaign execution are becoming increasingly automated. Drawing from real-world experience, the group shares insights on integrating AI across the full GTM engine, navigating the shift from SEO to AI-driven discovery, balancing speed with strategic focus, and building authentic engagement in an era where every team has access to the same tools. Participants: • Bettina Berntsen, CMO at SuperOffice • Carl Carell, Co-founder and CRO at GetAccept • Daniel Talbot, Senior Marketing Director at IFS