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

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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