How should marketing executives lead AI change? Three key perspectives to note

The rapid development of AI is reshaping the landscape of B2B marketing. At Mavenfirst’s recent Executive Roundtable, we delved into AI's impact and how it will manifest in the daily lives of B2B marketing leaders. What should leaders be prepared for? The discussion highlighted three key dimensions: changes in buying behavior, tactical and operational marketing execution, and the evolving demands of leadership. Here are the three key perspectives that emerged.

1. Will sales become redundant as customers make decisions more independently?

Changes in buying behavior are among the most significant trends accelerated by AI. Customers can now use increasingly sophisticated tools to independently search for information and compare suppliers. This raises questions about the growing difficulty of influencing customers early in their journey and whether decision-making groups will shrink as AI takes over certain tasks.

This shift presents both challenges and opportunities for sales and marketing alike. Speed and responsiveness will become even more critical—presenting an offer or demo quickly can be a competitive advantage. At the same time, sales professionals must support customers through their procurement processes, offering added value that increases success rates and reduces perceived risks.

Marketing plays a strategic role in this transformation by supporting sales through deeper customer insights, providing relevant information to guide purchasing decisions. Together, sales and marketing can create value that enhances success rates and sets them apart from the competition.

Key Takeaway: Customer understanding and delivering relevant content at various stages of the buying journey will define competitive advantage as customers become more independent and sales responsiveness becomes paramount.

2. Efficiency is great, but has quality been forgotten amid the AI boom?

In marketing teams, AI adoption is still in its early stages and often focuses on isolated processes, such as improving content production efficiency. However, it's crucial to remember that while efficiency is important, the primary goal should be improving quality. In content creation, AI acts as a sparring partner, text enhancer, and translator, though its application in visual design and brand-consistent tone of voice is still developing.

AI in marketing functions much like a seasoned advisor—it won't make decisions for you, but it offers valuable insights that help your team improve its operations.

Moreover, AI can significantly enhance internal processes, such as content management and data analytics. By freeing experts from routine tasks, it enables them to focus on strategic initiatives and broader development efforts.

Key Takeaway: AI enhances processes, but maintaining and improving quality still requires a human perspective.

3. How to lead a marketing team toward an AI-driven future

Although AI transforms work processes, leading people remains central to success. The role of the marketing leader is to ensure the team has a clear vision and operational models for leveraging AI. This requires a systematic approach and new frameworks.

Resource allocation is another important consideration. As AI takes over routine tasks, leaders must determine how to best utilize the freed-up time. Additionally, continuously developing team capabilities and expertise becomes essential as marketing practices evolve.

Key Takeaway: Systematic approaches and resource optimization are crucial as teams transition to the AI era.

Looking ahead: marketing leader, apply AI and shape the future

AI challenges marketing leaders to reimagine their roles and teams. Success will require balancing efficiency, quality, and human leadership. The marketing leader will become a strategic trailblazer, guiding the organization toward an AI-augmented future where customer value is delivered at the right time and in the right way. In this change, marketing leaders don’t need to master AI, but they must lead it.

What are your thoughts? What changes do you foresee in marketing leadership over the next five years? Get in touch to continue the conversation!