Brand as Leverage: Marketing in the AI Era

Brand as Leverage: Marketing in the AI Era

From ZINFI Technologies, Inc. by ZINFI Technologies, Inc.

May 15, 2026 · 42 min

About this episode

This episode discusses the importance of brand as leverage in marketing, particularly in the context of AI and trust issues in business.

Brand as Leverage: Marketing in the AI Era In 2026, partner ecosystem marketing is driven by mind share, not lead volume. Companies don’t lose deals because of inferior products or slower services — they lose because key audiences simply don’t know who they are. This is a trust problem, not a lead problem. As Crystal Conkle, CMO at The 20, puts it: brand is what draws buyers, talent, partners, and acquisition targets closer, bridging the gap between awareness and belief before sales even enter the picture. In this episode of the Next-Gen PartnerOps Video Podcast, ZINFI CEO Sugata Sanyal talks with Conkle about brand as leverage, inbound resonance, and The 20’s member-to-acquisition flywheel — responsible for 44 MSP acquisitions in just three and a half years. They also explore how AI is reshaping brand strategy by lowering execution costs while raising the value of trust. “A lot of companies think that they have a lead problem. Most of them think they have a lead problem, but usually it’s a trust problem. They’re just not known. They don’t have any credibility. Brand warms up the room before sales walk in.” — Crystal Conkle, CMO, The 20 Guest Bio…

People in this episode

Host: Sugata Sanyal

Guest: Crystal Conkle

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Organizations: The 20, ZINFI Technologies, Inc.

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