We know the pressure to spend more time hunting for the right asset or aggregating data than marketing. While AI dominates the headlines, its true power isn’t just in “more content.” It’s what he can’t get rid of.
In the March MarTech Conference session, “Say goodbye to busy work by rethinking the marketing workflow,” experts Brianna Miller, director of demand generation at Cohere Health; Moni Oloyede, owner and founder of Mo MarTech; and Andrew Hall, VP of global demand manufacturing at Canto, sat down with president Melissa Reeve, founder of Hyper Adaptive Solutions, to discuss going beyond “busy work” to find real strategic breathing room.
Strategy is a new bottle
It’s a constant reality in marketing to see execution move at warp speed while strategy remains stuck in second gear. The panel noted that while AI is good at writing an email in seconds, the foundation — your people, your data integrity and your compliance — still needs someone in charge.
Miller, representing Cohere Health, highlighted a point of conflict we see every day: the back and forth between marketing and sales. Using the basics of AI-driven information, his team reduces that drag, ensuring sales get what they need without the manual “where’s this file?” fire drill. This is possible for any group willing to prioritize organization over raw output.
From gatekeeper to enabler: The evolving role of MOps
For marketing professionals buried in technical debt, there is a way forward. Hall noted that AI is ultimately democratizing data. Instead of being a “reporting bottleneck” where all requests flow through one person, AI allows multiple team members to create their own information.
This application will improve your work. It moves MOps from “the person who runs the report” to “the designer who builds the program.” As Oloyede points out, we must avoid the “us versus them” trap of automating everything at once. Start with a “crawl, walk, run” approach to prove value and build trust throughout the C-suite.
Discipline is the cure for ‘AI slop’
We understand the need to keep up with the explosion of content, but more content shouldn’t mean lower quality. The panel agreed that AI is most powerful when used for advanced analytics – tailoring your message and research before a single word is produced.
- Analyze before you do: Use AI to see where content fits in the journey, not just to do more.
- Define the word: Clear brand guardrails that prevent generic results.
- Human-centered art: Reclaim time wasted on “drudgery” on big ideas that move the needle.
The way forward
AI won’t magically fix a broken workflow, but it can lubricate what works. The real opportunity is not just to act fast; it gives your team the chance to focus on business-critical work. Let’s tackle the silos and craft together to get back to the heart of marketing.
