Embracing AI: CMOs Talk Practical Applications (Part 3)
- Oct 18, 2024
- 4 min read
"It's not about AI taking jobs; it's about those who know how to use AI taking the jobs."
- Heidi Browning, CMO of the NHL
In Embracing Artificial Intelligence (AI), the final installment in our three-part series including Part 1: Cultivating an AI-friendly Workplace and Part 2: Overcoming Adoption Barriers, 621 Consulting's Founder and CEO, Scott Kabat, and CMO-in-Residence, Simon Fleming-Wood, convened with leading CMOs to explore AI’s practical applications. The consensus? The practical applications of AI are infinite, but it’s essential to choose a starting point.
We’ll delve into each CMO’s insights on how they are using AI within their organizations.
Melissa Waters, CMO of Upwork
Melissa leads marketing for Upwork, the world's largest work marketplace, with prior experience at Instagram and Lyft, specializing in digital marketing and marketplace dynamics.
Upwork's Three Fold Strategy
While all three CMOs agreed that AI has the potential to significantly enhance business efficiency and output, Melissa Waters said integrating AI at Upwork has resulted in a seismic shift with practical applications across a range of verticals, from client interactions to internal operations. Waters continued, saying that companies should “focus on building a culture that embraces AI,” and further noted, “We enabled AI to handle initial customer interactions, reducing the workload on inside sales teams and allowing them to focus on more complex tasks.” Waters underscored the urgency of proactive engagement, saying,
"AI will either happen to us, or we will drive it. We need to quickly decide how much we want to be in the driver's seat."
She further elaborated on Upwork’s three-pronged strategy, which starts with the CEO’s top-down commitment to AI for internal applications and includes utilizing AI for client engagement and talent empowerment. For the third strategy component, she reiterated the importance of company-wide buy-in, stating, "Cultural permission has created the biggest shift. We had to reassure folks that we're not here to disrupt people's jobs but to make the organization more efficient." She suggested regular town halls, internal newsletters, and collaborative platforms that can facilitate an exchange of ideas around integrating the technology and promote a unified approach to AI adoption.
Sara Varni, CMO of Datadog
Sara has a robust background in enterprise software, having held leadership roles at Twilio and Salesforce. At Datadog, she spearheads innovation in observability technology.
Datadog's High-Low Approach
Sara Varni, Datadog's CMO, echoed that gaining buy-in from all levels of the organization is crucial for effectively integrating AI into business processes. She recommended leaders communicate the benefits of AI clearly and consistently, addressing concerns and demonstrating the value AI brings to the business. In reflecting on her experience at Attentive, Varni expressed that AI was pivotal in automating activities like generating case studies and social media posts, thus freeing up human resources for more strategic initiatives. In her current role at Datadog, Varni emphasizes AI's utility in streamlining inside sales operations, saying,
"AI can play a role in filling the top of the funnel, but it's not yet at the point where it's pushing marketing-qualified leads (MQLs) to sales-qualified leads (SQLs)."
Through stronger signal recognition, B2B marketers can now use AI to filter out some of the noise without having to use humans for manual lead clean-up. Varni’s advice, “Start with high-volume, low-sensitivity tasks to demonstrate AI's value. Gradually expand its application as trust and understanding grow.”
Heidi Browning, CMO of the NHL
Heidi has guided the NHL’s marketing strategies into the next century, bringing experience from Fox, MySpace, and Pandora, focusing on fan engagement and media transformation.
NHL's Social Start
Heidi Browning, the NHL's CMO, presented a more cautious approach shaped by the league's unique IP and data considerations. Despite these constraints, the NHL is exploring AI applications in content management and fan engagement. Browning said,
“Social, in particular, is an area where starting the discussion about the practical applications of AI could be helpful and persuasive”
noting its ability to quickly and efficiently scale their 10,000 annual social media posts. "We also use AI for scene detection, significantly enhancing our speed and efficiency to identify, clip and post content to social media." Although education and cautious experimentation are key themes in the NHL's AI strategy, Browning highlighted the necessity for leadership to take an active role in AI integration and emphasized the importance of understanding AI's potential and limitations before full-scale implementation. Browning’s final word, “Prioritize education at all levels. Engage experts to inspire and inform your team and encourage hands-on experimentation.”
Integrate AI Efficiently & Effectively with 621
As AI evolves, marketers will continually be identifying new use cases and will iterate on their marketing strategies and plans regularly. The insights these CMOs shared underscore AI's transformative potential while highlighting the importance of thoughtful, strategic implementation. If you’re looking to leverage AI for improved marketing and operational efficiency, reach out to the team at 621 Consulting. We’re ready to share our expertise and help you apply these advanced technologies effectively.
Watch these video snippets from our panel of CMOs
Melissa Waters on building cultural permission. Watch video.
Heidi Browning and Melissa Waters talk about embracing change and moving past fear. Watch video.
Sara Varni and Melissa Waters on the perceived cost of failure and how to build controls. Watch video.
Heidi Browning, Sara Varni and Melissa Waters share their top advice for marketers. Watch video.
Reach out to us at 621 Consulting.
