The Anatomy Of An AI Center Of Excellence In GTM

In this episode of The Get, host Erica Seidel talks with marketing leader Audrea Madey, who has led AI transformation at Rocket Software and previously led digital transformations at Manulife and John Hancock.

You will learn about

• The anatomy of an AI center of excellence in GTM, and how to adapt it to your org, regardless of size
• Infusing AI into marketing at enterprise scale, including training, enabling, and optimizing
• 'Meeting people where they are' – giving the stars the spotlight while providing the learners the coaching they need
• How AI transformations are distinct from digital transformations
• Metrics that balance cost savings with quality improvement
• How to immediately identify someone with curiosity and systems thinking DNA
• An interview tip: "Here's what Perplexity or Claude produced. What would you add to this argument?"

Some memorable quotes:

• "AI for the sake of AI is just… beige."
• "If a tool sounds too good to be true, it probably is."
• "I've found that people will ask a third party the questions that they might feel dumb asking of their bosses or their managers."
• "If you can't add to the points that these LLMs are putting out, you don't have a job in the future."

00:00 Welcome to The Get

00:58 Meet Adria Mady

01:58 Art School to Marketing

03:58 Scope and AI COE

07:23 Leading AI Change

10:04 AI vs Digital Shift

11:51 Three Pillar COE Model

17:32 New Roles and Agents

20:21 Measuring AI Impact

22:11 Hiring for AI Mindset

29:25 Building COE from Scratch

31:41 Leader Advice and Wrap

The Get is here to drive smart decisions around recruiting and leadership in B2B SaaS marketing. We explore the trends, tribulations, and triumphs of today’s top marketing leaders in B2B SaaS.

This season’s theme is focused on how AI is reshaping the CMO role: how you lead, how you hire, and how you get hired."

The Get’s host is Erica Seidel, who runs The Connective Good, an executive search practice with a hyper-focus on recruiting CMOs and VPs of Marketing, especially in B2B SaaS.

If you are looking to hire a CMO or VP of Marketing of the ‘make money’ variety, rather than the ‘make it pretty’ variety, contact Erica at erica@theconnectivegood.com. You can also follow Erica on LinkedIn or sign up for her newsletter at TheConnectiveGood.com.

The Get is produced by the team at Simpler Media Productions.

This podcast uses the following third-party services for analysis:

OP3 - https://op3.dev/privacy