How Ramp Is Rebuilding Marketing Around AI Agents

About this episode

Dave Gerhardt interviews George Bonaci about Ramp's innovative marketing strategies and the role of AI in transforming marketing functions.

#357 | Dave sits down with George Bonaci , VP of Growth at Ramp, to talk about what growth actually looks like at one of the most talked-about brands in B2B. George breaks down why Ramp has no CMO and why he thinks that's a feature, not a bug. He makes the case for attention as the new moat when execution gets commoditized, and shares how he went from hardcore attribution obsessive to betting on stunts with no direct attribution. They also get into Project Glass, Ramp's internal AI tool that reads every Slack channel, preps his meetings, and diagnosed a reporting issue in 15 minutes that would have taken two weeks to investigate. And George shares why he thinks marketers now have two jobs: marketing to humans and marketing to machines. Timestamps (00:00) - - George's background: from biochemist to accidental marketer (07:24) - - How marketing is structured at Ramp (no CMO) (09:39) - - Why brand is the growth lever (13:54) - - AI and the death of functional marketing roles (15:09) - - Ramp's hub and spoke model for AI (16:29) - - Building autonomous go-to-market workflows (17:39) - - How the team responded to going agent-first (21:19) - - The J curve of productivity (22:39)…

People in this episode

Host: Dave Gerhardt

Guest: George Bonaci

Topics covered

• AI in marketing
• B2B growth strategies
• autonomous workflows
• marketing roles
• attention economy

Keywords

• Ramp
• AI agents
• marketing
• B2B
• growth
• Project Glass
• attribution
• attention
• marketing roles

Mentioned in this episode

Organizations: Ramp, Slack

Products: Project Glass

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