CMO Q&A with Peter & Torsten

This final module is a podcast-style Q&A between Peter and Torsten, addressing real questions from CMOs and marketing leaders.

Starting too big instead of piloting small, specific workflows. Being too vague (e.g., "let's introduce AI" without defined outcomes).

Start with what your team hates most about their work — repetitive, time-consuming tasks are ideal candidates.

CEOs and boards care about time, efficiency, and revenue, not "innovation projects." Frame AI pilots around ROI and efficiency gains, not hype. Start small enough that you don't need formal approval; prove value, then scale.

Many are already using "shadow AI" individually — the challenge is turning individual hacks into organizational workflows. Fear shrinks with clarity; frame AI as a liberation from low-value tasks, not a threat. Champions will emerge — support them, but avoid overwhelming skeptics. Some skeptics can be coached, but unwilling blockers may require quality replacement.

Measure time saved, velocity, and output quality. Tie improvements back to revenue impact wherever possible.

Move from micromanaging to system design and orchestration. Micromanage only in the pilot/building phase, then let go. Be transparent about uncertainty — lead alongside your team in figuring out AI.