E48: Work Sprawl and the Future of Marketing with Global VP Marketing @ ClickUp, Kyle Coleman

In this episode, Kyle Coleman (Global VP Marketing @ ClickUp) joins Kyle Norton (CRO @ Owner.com) to unpack the evolving marketing landscape.  The double Kyles dig into: The growing problem of "work sprawl."  The rise of AI-powered marketing teams How to get better results with lower headcount Why the best leaders today focus less on empire-building and more on process-building And a whole lot more Thanks for tuning in! Catch new episodes every Wednesday.  Subscribe to Topline Newsletter. Tune into Topline Podcast, the #1 podcast for founders, operators, and investors in B2B tech. Join the free Topline Slack channel to connect with 600+ revenue leaders to keep the conversation going beyond the podcast!   Episode Chapters: 1:02 – The Changing Mandate for CMOs 6:00 – From Process Management to "AI-ification" 10:40 – The New Responsibility of Marketing Leaders 13:45 – Managing Campaigns in the AI Era 17:15 – Domain Expertise Before Prompting 19:15 – Positioning ClickUp as an AI-Native Company 24:40 – Aligning Marketing, Product, and AI 27:35 – Leadership Philosophy in the Age of AI 33:00 – Horizontal Leadership and Cross-Functional Alignment 35:25 – Blurring Lines Between Sales, Marketing, and Product 41:00 – Owning Metrics and Healthy Friction 44:35 – Building an Applied AI Center of Excellence 46:57 – Operating in AI-Native vs. Traditional SaaS Environments 48:13 – Helping Traditional Companies Modernize with AI 53:05 – Change Management and the Challenge of Adopting AI 55:32 – Where Marketing Teams Should Start with AI 58:45 – Standing Out Amid Market Noise 1:00:31 – Owning the Language and Evangelizing the Problem