
 The Revenue Leadership Podcast with Kyle Norton
 The Revenue Leadership Podcast with Kyle Norton E48: Work Sprawl and the Future of Marketing with Global VP Marketing @ ClickUp, Kyle Coleman
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 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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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.
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.
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.













