AI for CMOs Panel
Business Strategy

AI for CMOs: How Marketing Leaders Are Transforming Their Talent, Tech and Strategy [MAICON 21 Panel]

Jim Lecinski
Course Duration: 48 minutes
Released: September 2021
Level: Beginner
Lifetime access with membership
Balancing customer expectations, aligning stakeholder demands, maintaining conscientious and effective leadership, developing personal and professional skills, and staying ahead of industry trends, CMOs do it all.

The role of the CMO has expanded beyond traditional marketing boundaries. Leaders are expected to do more with less time, smaller teams, and reduced budgets. CMOs must be both agile and strategic with their time and resources. AI in marketing can help by alleviating data-driven, repetitive tasks to allow time for more effective, customer-centric strategy and creativity.

This panel brings together marketing leaders who have put AI into action in their own companies—building smarter teams, richer strategies, and more intelligent uses of technology.

This Course is a recording of one of the breakout talks at the Marketing Artificial Intelligence Conference (MAICON), which was held virtually in 2021.
Meet Your Instructor

Jim Lecinski

Jim Lecinski is a marketing educator and advisor. He has 30 years of experience driving successful business results for major brands by developing and implementing integrated, omni-­channel and digital marketing programs. Following a twelve year career at Google, where he was Vice President of Customer Solutions for the Americas, Lecinski is now a clinical Associate Professor of Marketing at Northwestern University's Kellogg School of Management where he teaches MBA Marketing Strategy and Omni-channel Strategy. His seminal book about the new marketing model, “Winning the Zero Moment of Truth” known as “ZMOT” (pronounced: "Zhee MAHT”) was published in 2011, and has been read by over 300,000 marketers worldwide and was featured in the New York Times, Advertising Age and Forbes. Lecinski's newest project, “The AI Marketing Canvas: A Five Stage Roadmap to Implementing Artificial Intelligence in Marketing” was published by Stanford University Press in Spring 2021.

Clinical Professor of Marketing, Northwestern University--Kellogg School of Management
Meet Your Instructor

Daniel Incandela

Daniel Incandela is CMO at Terminus. A creative, strategic thinker, Incandela has more than 20 years of digital and marketing industry leadership experience. Incandela has led creative teams across myriad industries including the arts, sports and entertainment, sales, cloud and marketing automation, which has earned him industry awards and a designation on the prestigious Indianapolis Business Journal’s Forty Under 40 list. Incandela previously served as CMO at Conga and Return Path, and held leadership roles at the Indianapolis Motor Speedway, ExactTarget and Salesforce Marketing Cloud.

CMO, Terminus
Meet Your Instructor

Amy Heidersbach

Amy Heidersbach is Chief Marketing Officer for Persado, where she oversees global marketing efforts. The daughter of an advertising executive, Heidersbach is a lifelong marketer. She’s made a career out of leading transformational B2B and B2C marketing and brand initiatives. With a commitment to “full stack, integrated marketing,” Heidersbach has a 20+ year track record of success building authentic brands, launching innovative products, creating categories, and scaling businesses in a variety of industries. Most recently, Heidersbach led Global Marketing and Community at Alteryx, where more than 11,000 unemployed and underemployed people from 140 countries had the opportunity to earn Alteryx product certification and a nanodegree in Data Analytics through Alteryx’s partnership with Udacity. And she launched a new category in the data analytics space—Analytic Process Automation, or APA, in June 2020. While at CareerBuilder, Heidersbach repositioned the company from a jobs advertising business to a multi-solution provider, which she named the Hello To HireTM platform. Before joining CareerBuilder, Heidersbach held leadership positions at Capital One, eBay Inc., and Visa. Outside of work, Heidersbach’s passions include adventuring near and far with her husband, Michael, and sharing memorable experiences “around the table” with friends and family. In COVID times, the adventures are closer to home and the people around the table are fewer. But Heidersbach’s level of gratitude is the same as ever.

Chief Marketing Officer, Persado