96% of CMOs Say They're Transforming With AI. Only 32% Have. ft. Katrina Campbell | BBOM S3 E13

96% of CMOs say they're transforming with AI. Fewer than a third have actually rebuilt how marketing operates. That gap is the whole subject of this episode.

Katrina Campbell led AI and data transformation across some of the most complex recruitment funnels in the market, inside a highly regulated healthcare environment.

Her starting point was the part most teams skip past. You can't switch AI on. The foundation comes first, and the foundation takes the longest.

Roughly three months unifying fragmented systems into a single customer view through Salesforce Data Cloud, before a single agent went live.

Once the foundation held, the numbers followed. Contact centre time on qualification reduced by up to 50%. Conversion lifted by up to 20%. The same team, moving far more through the funnel, because the system underneath them finally worked.

This episode covers the full picture. Why marketing has to lead the data decision rather than inherit it, where AI agents create real commercial value versus where they introduce cost risk, and how marketing moves from cost centre to the growth seat alongside the CFO and CEO.

The Black Box of Media is brought to you by Ultimate Edge Communications. Hosted by Aleisha McCall.