Brianne Shally

Author Michael Watkins reveals the 3 critical mistakes keeping CMOs stuck in tactical mode instead of leading strategically. You'll learn how to shift from reactive execution to enterprise thinking, why most marketers fail at long-term strategy (and how to fix it), and how to apply the RPM model (Recognize, Prioritize, Mobilize) to level up your entire marketing org. ➕ Plus, discover why the future belongs to leaders who embrace shared leadership over central control. Listen here ➡️ https://bit.ly/4nPVJxJ

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Attention is the new currency. Get the playbook behind how top agencies are cashing in on conversions: https://lnkd.in/e98CiTyw High-performing teams are breaking down silos, integrating stacks, and aligning brand with performance to drive consistency across the funnel. Download our latest research report to see how top marketers are shaping their conversion strategies: https://lnkd.in/e98CiTyw

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Product Marketing is one of the hardest roles to get useful feedback in. The work sits in the connective tissue of the company between Product, Sales, Marketing, and the market. Which means feedback conversations often default to vague comments like “Great launch” or “Sales isn't using the deck.” In one of my current fractional engagements, we’ve been talking about what PMM feedback should actually look like, the kind that helps product marketers sharpen their judgment, influence, and impact. So I wrote about the PMM review you actually want and the questions you should ask to narrow your reviewer's imagination. https://lnkd.in/ggEb8zgU #productmarketing #gtm #b2bmarketing #marketingleadership

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Under pressure, B2B launch teams default to information density. Features, architecture, positioning language. It signals effort. It rarely signals value. The buyer notices. B2B buyers are evaluating risk, time, and trust. They are not looking for volume. They are looking for proof. When a launch leads with capability claims, it asks the buyer to do the translation work. Most will not. When a launch works, the product is not described first. It is demonstrated. A task is completed. A workflow is improved. Friction is removed. Competence is visible before innovation is claimed. The examples are everywhere once you look for them. A single prompt turning into a usable output in seconds. A problem shown clearly before the feature is named. Humor used to demonstrate usage rather than decorate the brand. Different creative expressions. The same discipline underneath them. Show the work before making the claim. A launch is a credibility test. Most teams treat it as a press event. The ones that work take a simpler path. They respect the buyer's time. They make the value visible. They trust the product to carry the argument. Show the work. Respect the buyer. The rest follows.

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2025 felt like an inflection point 🔀... for Fluvio, and for PMM as a discipline as a whole This year, our work shifted meaningfully up-market. We were brought in for exec and board-level initiatives tied directly to GTM transformation. Think: 1️⃣ Deep, domain-specific research to redefine positioning 2️⃣ Segment-level insight to guide real GTM tradeoffs 3️⃣ Synthesis that shapes product development cycles, not just messaging 4️⃣ Core GTM infrastructure: launch process, tiering, RACI, beta and alpha gating, channel SOPs, cross-functional alignment What stood out most wasn’t the growth metrics, though we’re proud of them: 25%+ growth, nearing $3M in revenue is a special year! What mattered more was where PMM, and Fluvio, were invited into the conversation. When PMM works, it doesn’t sit downstream of strategy. It is strategy, or a critical part of it. Thankfully, companies are realizing growth doesn’t come from more one-sheets, more decks, or “simpler messaging” like LinkedIn wants you to believe🤦‍♂️ It comes from sharper decisions that exploit your unique edge. Something PMMs are uniquely equipped to uncover. The rest is derivative. ..and it doesn’t feel like 2026 will slow this down 🚂

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Every CMO I talk with right now is juggling AI pilots, brand risk, compliance drag, martech sprawl, and relentless ROI pressure. The experimentation phase is over. The operating model is changing. AI is table stakes. A creative multiplier is the edge. The real shift is moving from platforms with AI bolted on to an AI-powered creative operating system that helps teams actually create, ship, and scale work faster. This is the future Canva is building toward. On March 11, we’re bringing AI Vision to Spring Studios in NYC. 🗽 Join a room full of the people building what modern creative and marketing teams will run on next. Cameron Adams — Co-Founder & CPO, Canva Ashley Kramer — VP Enterprise, OpenAI Stefano (Stef) Corazza, PhD — Head of AI Research, Canva Alejandro Matamala-Ortiz — Co-Founder & CDO, Runway Jenny Wen — Product Design Lead, Anthropic …and more. If you’re rethinking how your team creates and operates in the AI era, this is the room to be in! Spots are limited: https://lnkd.in/dHsGhahU

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This Martechvibe report put words to a lot of conversations I’m having with CMOs right now. Most teams are not trying to chase the next shiny tool. They’re trying to make what they already have actually work together. Too many platforms, too many handoffs, and not enough shared data. When marketing shifts from experimentation to execution, those gaps show up fast. Progress depends less on adding technology and more on simplifying how it’s run and measured. I highly recommend reading! https://lnkd.in/eZTES875

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Unpopular Opinion: Your AI-powered GTM strategy isn't failing because of the technology—it's failing because you're treating AI like a magic wand instead of a strategic tool. Recent research from Demandbase reveals a jaw-dropping reality: 96% of B2B marketing leaders claim to have a clear GTM strategy, yet only 33% of marketing teams report increased pipeline from AI adoption. Even more telling? Only 16% of sales teams see higher win rates despite widespread AI implementation. Here's the uncomfortable truth: Most companies are deploying AI without addressing the fundamental GTM challenges first. You can't automate your way out of poor data quality. You can't AI-generate your way past misaligned teams. And you definitely can't use machine learning to fix a broken understanding of your ideal customer profile. The 85% of B2B leaders using account-based strategies (hybrid or pure ABM) are onto something—they're focusing on strategic alignment before technological acceleration. Meanwhile, companies rushing to implement AI agents and generative tools are discovering that speed without precision is just expensive noise. The real competitive advantage in 2025? Companies that use AI for judgment, not just velocity. Those that prioritize data integrity over data volume. Teams that treat AI as an amplifier of good strategy, not a replacement for strategic thinking. Stop chasing the AI shiny object. Start with your GTM fundamentals. Then let AI accelerate what already works. What's your take on the AI adoption gap? Sources: Demandbase State of B2B Marketing 2025, Highspot Sales Technology Trends Report

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I love conversations like the one I had with Joe Chernov! We examined the nature of the modern CMO role, how leaders need to think about strengths and weaknesses, and the reality behind the short tenure that often comes with the role. If you're a CMO, or aspire to become one, this is an episode of Insights Unlocked that you won't want to miss.

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