The most AI-pilled CMO in tech shares his Claude setup

Tom Wentworth is the CMO at incident.io, and the most AI-pilled marketing leader I’ve talked to. Before incident.io, Tom was CMO at Recorded Future, RapidMiner, Acquia and Optimizely. You can call that quite a track record.

In this episode, I have Tom show and explain how he runs marketing from inside Claude Code, his “agency agent” that builds Linkedin campaigns autonomously, why engineers are taking over GTM, and his top advice to CMOs in 2026.

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We discuss:

* How he runs his day-to-day as CMO now vs 3 years ago

* Why 30% of his time goes into bug fixing

* How he builds agents & Claude skills

* Claude Code vs Cowork vs Clay

* incident’s “Applied AI” team and why the next GTM engineer is a real engineer sitting inside the CTO’s org

* The most impactful agents/skills/workflows his team built and ACTUALLY use

* The one - and only - thing Tom would still hire an agency for

* Don Jeter’s monster trucks vs Tom’s agents: comparing two playbooks

* His top 10 pieces of advice for CMOs in 2026

* Why the CMO role might actually go away

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Connect with Tom:

Tom’s LinkedIn: https://www.linkedin.com/in/twentworth/

Tom’s blog: https://tomwentworth.com/

incident.io: https://incident.io/

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Connect with Finn:

LinkedIn: https://www.linkedin.com/in/finnthormeier/

Project 33 - LinkedIn Agency for CEOs: https://www.project33.io/

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Mentioned in the episode:

Clay: https://www.clay.com/

Granola: https://www.granola.ai/

Linear: https://linear.app/

Fibbler: https://www.fibbler.co/

Torq: https://torq.io/

Blog post from 2016: https://tomwentworth.com/2016/02/18/some-practical-advice-for-aspiring-tech-cmos-c4f2a69a09f2/

Hope you enjoy!!

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