AI Marketing Operating Model
Tools don't make marketing AI-ready. The operating model does.
Roles, processes, structure, control, governance. The target state for your function.
Your marketing function's operating model, rethought for the AI era. Roles, processes, structure, and control as one target state.
Starting Point
Most teams pile up AI tools without changing the operating model. A tool here, a pilot there. Plenty of activity, little impact. The problem isn't the technology. Roles, processes, and responsibility still follow the pre-AI world. Without a target state, every tool investment fizzles.
What You Get
An operating model for your marketing function in the AI era. One target state across five levels: roles (who does what, which profiles are new), processes (how work flows from idea to publication), structure (how the team is set up), control (how impact is measured), governance (which guardrails apply). Plus a realistic transition path from today to the target state.
Approach
We start with your function as it stands: setup, workflows, pain points. In workshops we develop the target state across the five levels - always with an eye on what holds up day to day, not what looks elegant. The result: a documented operating model with a prioritized transition path. Defensible to the board, carried by the team.
Who It's For
Marketing leaders and managing directors in mid-sized companies who are serious about transforming their function - often triggered by a reorganization, a leadership change, or board pressure.
Not For
Anyone who first needs a current-state assessment before a target state makes sense - for that, there's the AI Marketing Readiness Check.
The Operating Model assumes the direction is clear and the question is how.
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