OnBase: Smashing Sales and Marketing Misalignments Ep. 548 | Future-Proof Your Marketing: How AI Agents Are Changing the Game
Episode Summary
In this episode of OnBase, host Chris Moody sits down with Mark Boothe to explore how AI agents are reshaping the future of marketing. Mark brings candid insights from his tenure at Domo, diving into the transformative potential of agentic workflows, the necessity of AI readiness, and how marketers can navigate both disruption and opportunity.
Mark shares practical advice on leveraging agents as "tireless teammates" for joyless, repetitive tasks, enhancing competitive intelligence, scaling content creation, and making smarter, faster decisions across go-to-market functions. He also reflects on challenges CMOs face today—from attribution complexity to shifting SEO dynamics—and explains why waiting to adopt AI is the riskiest move of all.
This conversation is a must-listen for B2B marketers, CMOs, and business leaders looking to scale with purpose and intelligence in the age of autonomous agents.
Key Takeaways
- AI Agents Are Here—and You're Already Late Mark emphasizes that CMOs can no longer afford to delay AI adoption. Organizations that do not actively experiment with agents risk falling irreparably behind in terms of go-to-market maturity and innovation.
- Tireless Teammates, Not Job Takers AI agents are best positioned to automate the joyless, manual tasks humans hate. With proper training and data, they can deliver superhuman memory, adaptability, and task execution across industries.
- Data Readiness Is Make or Break The phrase "garbage in, garbage out" rings true—Mark stresses that AI without structured, contextualized, and governed data is not just ineffective, but dangerous.
- Align AI with Enterprise Goals AI efforts must be anchored in clear business priorities, not shiny objects. Mark warns against focusing solely on vanity metrics and stresses the importance of tying every initiative back to pipeline, revenue, and customer value.
- Don't Just Automate—Adapt Traditional automation is static. AI agents enable adaptability—responding to market shifts, customer signals, and business changes in real-time with minimal human input.
Quotes
“AI agents should make you way smarter, faster, and more adaptable—if you're aligned with the right goals.”
Resource recommendations
- Jasper – For scalable content generation.
- Domo – For real-time marketing analytics and agent orchestration.
Resource recommendations
Books:
- How to Win Friends and Influence People by Dale Carnegie – Timeless lessons in people-first leadership.
- Dare to Lead by Brené Brown – Currently being read by Mark’s team book club for fostering courageous leadership.
- Patrick Lencioni’s books – Especially on team dynamics and healthy conflict.
B2B Leaders to follow
- Denise Persson, CMO of Snowflake, for leading high-impact B2B marketing.
About the Guest
Mark brings over 15 years of diverse marketing experience and is passionate about driving Domo’s business growth through marketing initiatives. His mission is to empower all Domo customers and prospects with the insights and tools they need to make better business decisions and achieve their goals. In his previous role as VP of Community, Partner, and Field Marketing, Mark and his teams established new and strengthened existing programs to address customer pain points and create a greater sense of community. They also executed campaigns, programs and events that showcase the value of the Domo platform.
Before joining Domo, Mark spent more than 10 years working in customer relations and marketing at Adobe and worked at Instructure as its senior director of customer marketing. He received his MBA from Utah State University and a bachelor’s degree from Brigham Young University. Outside of work, Mark enjoys spending time with his family and traveling.