About this episode

The episode discusses the impact of AI on go-to-market execution and the essential roles humans still play in the process.

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

More episodes of B2B Marketing Futures

• E159: How AI is reshaping Sales and Marketing Alignment? · July 1, 2026 · 31 min
• E158: Fit Beats Intent: The New Rule of B2B Demand · June 27, 2026 · 25 min
• E157: What Will Marketers Still Own When AI Runs the Campaigns? · June 18, 2026 · 27 min

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