The Agentic CMO.
How AI is rewriting
marketing leadership.
The Agentic CMO is a field manual for marketing leaders building inside the shift — from a CMO who has spent two decades doing the work, and the last three years rebuilding it.
Twelve chapters across three movements: the diagnosis, the new mandate, and the practice. Drawn from inside the operating model of one of the largest marketing organisations in financial services — and tested against the next generation of models.
Eighteen chapters,
five parts.
From the strategic imperative through designing the hybrid organisation, implementation, and leading the future — to the playbook.
- Ch. 01 Understanding Agentic AI p. 3
- Ch. 02 The Evolving CMO Mandate p. 21
- Ch. 03 Building the Business Case for Agentic Marketing p. 37
- Ch. 04 The Architecture of Human-AI Collaboration p. 59
- Ch. 05 Building the Agentic Marketing Organisation p. 77
- Ch. 06 The CMO as Portfolio Manager p. 105
- Ch. 07 The Pilot-to-Scale Journey p. 123
- Ch. 08 Liability and Governance Under the AI Act p. 149
- Ch. 09 The Technology Stack for Agentic Marketing p. 167
- Ch. 10 Measuring What Matters p. 193
- Ch. 11 Ethical Leadership in Autonomous Marketing p. 213
- Ch. 12 The Customer Experience Revolution p. 231
- Ch. 13 Competitive Strategy in the Agentic Age p. 247
- Ch. 14 When Your Customer Is an Algorithm p. 269
- Ch. 15 The Human Story, Teams, Talent, and the Roles That Come Next p. 301
- Ch. 16 Industry-Specific Applications p. 313
- Ch. 17 The CMO in the Agentic Era p. 321
- Ch. 18 Your 90-Day Agentic Transformation Plan
Cited.
An operating manual.
The companion to The Agentic CMO — a free, practical playbook on running an agentic marketing organisation. 84 pages. Patterns, templates, and the hard-earned defaults.
- → The agentic operating model
- → 12-agent reference stack
- → Brief templates, redrawn
- → Brand under generation
- → Measurement after attribution
- → Hiring for the new mandate
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The newsletter — Chronicles of Change — is where the book continues. A weekly piece on what shipped, what broke, and what the next quarter looks like from inside an agentic marketing organisation.