The Revenue Leadership Podcast with Kyle Norton

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

17 snips
Oct 8, 2025
Kyle Coleman, Global VP of Marketing at ClickUp, dives into the future of marketing, addressing the issues of "work sprawl" and the transition towards AI-enhanced teams. He discusses how leaders should prioritize process-building over empire-building. Coleman emphasizes the importance of understanding workflows rather than mastering AI tools and shares insights on fostering cross-functional collaboration. He also highlights the shifting lines between marketing, sales, and product roles, advocating for a balance of automation and human touch in selling.
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INSIGHT

Mandate Same, Resources Shrunk

  • The CMO mandate hasn't changed, but the resources to execute it have collapsed dramatically.
  • Leaders must master process design to do with 4 people what used to take 40.
ADVICE

Audit For Agency And Tooling Bloat

  • Audit contractors, agencies, and tooling line-by-line to find overlap and bloat.
  • Remove or consolidate redundant spend to improve efficiency and CAC dynamics.
ADVICE

Catalog Campaign Deliverables

  • Map every campaign type and list required deliverables and owners for each.
  • For each deliverable, decide which steps to keep in-house and which to AI-ify with a clear workflow.
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