GrowthPath Partners LLC

Empowering Purpose-Driven Growth

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Podcast: AI Transforming Go-to-Market Strategies

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Here’s a short podcast for you, weekend multitaskers and auditory learners. I joined J.D. Power’s podcast with host Michael Vermillion (VP and GM at J.D. Power) to discuss how AI is transforming go-to-market strategies across industries.

We covered upskilling commercial teams to accelerating adoption at scale, plus some practical insights that leaders can act on today.

See podcast links in the comments below.

Thank you for having me on the show Michael and team.

AI transforming GTM strategies podcast image

Podcast links on YouTube, Apple podcast, and Spotify, enjoy!

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Empowered CxO: Leading the Future of Business

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I felt like I could do no wrong surrounded by my CMO peers at the Empowered CxO masterclass. These women leaning into T-shaped leadership inspired me. We have a big challenge ahead, but the tide is rising. That is true empowerment.

T-shaped leaders work well across all parts of the business while having deep expertise in their core areas. But the foundation is having strong roots in clear thinking, good decision-making, and the ability to guide people through change. Without that bedrock, you might connect with everyone but you can’t lead them anywhere. AI makes every strength and weakness bigger.

T-shaped leaders are true business leaders, not just functional leaders.

Here are some of the highlights:

  • ➡︎ Casey Foss (Chief Commercial Officer at West Monroe) and Coco Brown (CEO of Athena Alliance) talked about thinking and operating like a CEO. Casey’s stories of calling things as she sees them and leaning into people who raise their hands to drive cross-functional initiatives were inspiring. She shows up and leads by example and has demonstrated success when we’re able to break down GTM silos.

  • ➡︎ Jennifer Johnson (CMO of Crowdstrike), Anna Griffin (CMO of Commvault), and Kate Bullis (Managing Director at ZRG Partners) dug into truly finding the underlying problem and playing bigger. Even when we know we have the right answer, it’s smart to get help from people who can influence and drive alignment like your customers and your CEO. These women have truly created and redefined categories that have driven business growth.

  • ➡︎ Heidi Melin (Board Dir & GTM Advisor at Hellman & Friedman), Elizabeth Maxson Martinet (CMO of Contentful) and I covered the evolution from using AI as tools, to guiding them as teammates, and ultimately orchestrating AI systems. This breaks down departmental silos for better business outcomes. Give people space to learn AI, ensure responsible and ethical use, and infuse them in our workflows with governance for scale.

  • ➡︎ Christine / Chris Heckart (CEO of Xapa), Latané Conant (she/her) (CMO of 6Sense), and Tami Cannizzaro (CMO of Thryv) shared that as leaders, we’re going through the fastest change at work in recorded history. Successful transformation is 80% people, 20% tech. Those who are adaptable, growth-minded, accountable, empowered, curious, learning-oriented, self-aware, resilient, and collaborative will have the highest probability of success.

The challenge is real. The opportunity is bigger. These amazing women leaders on stage and in the class reminded me that we’re not just adapting to change. We’re leading it.

Thank you again Latané Conant (she/her), 6sense, and all the sponsors for making Empowered CXO and a successful future for many possible.

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AI Traffic: Optimize Your Site for High-Value Conversions

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Traffic to our websites is declining because of AI. But every click we earn converts 4X higher.

These AI visitors come to our websites more educated. They’ve done research, analysis, and evaluations with AI. They’re qualified and ready.

So don’t stop at making sure your brand and content are recommended by AI for the right customer situations and problems. We worked so hard just to get them to our website. You can’t risk losing this highly valuable customer when they actually come to your site because your website is a pig pen with disconnected experiences and lots of friction points.

My good friend Andy Crestodina brilliantly demonstrates the use of AI, including its agent mode capability, to help you evaluate your website experience. See link in the comments for other use cases for agent mode.

Andy shows how to optimize the entire path, not just individual pages. Because these AI-educated visitors expect flow. They’ve been trained by AI to get fast, relevant answers. If your website feels like a maze of mismatched messages and friction, they’ll bounce.

“Conversion is a path… great pages are insufficient.”

Every visitor who makes it to your site is more valuable and more ready to buy. Don’t waste them on broken user flows.

Other use cases for AI agent mode: https://www.linkedin.com/posts/lizaadams_im-now-working-with-teams-that-are-testing-activity-7366102622623199232-Nf0I

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Leadership In All Sizes: Empowered CxO’s Human Touch

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Should’ve used AI… even with 2-inch wedge sandals, I didn’t quite measure up. 🤣 Leadership comes in all sizes. 😉

After an afternoon of empowerment, AI, transformation, and capturing hearts and minds, 100+ women CMOs and CROs wrapped up Day 1 of Empowered CxO gathering in Scottsdale, AZ in… pajamas.

Just real talk, fun PJs, and zero pressure to perform. The most human moments are the ones where no one’s trying to impress or measure up. They’re about sharing, learning, connecting, and lifting each other up.

That’s Empowered CxO. It’s one of my top 3 events each year. Looking forward to Day 2 and 3!

hashtag #EmpoweredCxO 6sense Joanna Bittle Jamie Walker Meggie Rohan Lauren Triance-Haldane

Group photo from Empowered CxO event

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AI Helps Leaders Be More Consistently Human

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I spent the last 48 hours helping someone I care about through an emotional rollercoaster and I was riding it myself. By Monday afternoon, I was emotionally drained, and an AI was handling the situation better than I was.

That should have been humbling. Instead, it made perfect sense.

I was curious, so I asked the AI directly how it could show empathy without having feelings. It explained that it doesn’t feel empathy, but it recognizes the patterns in language that signal when someone needs support and validation. See the screenshots below.

That explanation clarified a problem I see leaders facing every day. We know driving AI transformation is a people challenge, not a tech one. We know we need to be patient and understanding with our teams to calm their fears, but that’s emotionally draining. We all have days when we can’t be at our best for every single situation.

AI had a process for recognizing when someone needed understanding and responding appropriately. It didn’t get tired. It didn’t have a bad day. It listened and reflected back what it heard.

We can use that same approach to help us show up better for our teams. Here are three practical ways:

➡︎ Practice the hard conversations before they happen.

Talk through what you want to say with an AI. Ask it to role-play as a worried team member. This helps you get comfortable with the words.

➡︎ Check your message for fear triggers.

Before you send that email about the new AI pilot, paste it into an AI. Ask: “If my team is already anxious about AI, how will this land?” You’ll catch things you miss when you’re focused on the business case.

➡︎ Debrief after difficult conversations.

Describe what happened to an AI and ask what you might have missed. It’s like having a coach who never judges and helps you see blind spots.

The biggest fear I hear is that AI will make work feel less human. I think the opposite is true. Used thoughtfully, AI can help us be more consistently human. It can help us show up as our best selves for our teams, especially on the days when that feels the hardest.

The goal is to make sure we have the emotional bandwidth to connect when our teams need us most.

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