The Agentic CMO

The Premise

The age of marketing automation is ending. The era of marketing autonomy has begun.

Agentic AI—systems that perceive, decide, act, and learn independently—represents the single largest opportunity in marketing and sales. McKinsey estimates the broader economic impact at $13 trillion. Yet only 1% of organisations have reached implementation maturity. The gap between understanding AI and deploying it at scale is where most companies stall.

This book is the bridge. Not theory. Not commentary. A working framework for CMOs building hybrid human-AI organisations.

Three Principles

• Hybrid Intelligence, Not Replacement — Organisations where humans and AI amplify each other outperform those that treat AI as a substitution play. The book addresses how to design for this.
• Organisational Design Over Tool Selection — Tools evolve faster than any book can document. Team structures, governance models, and role definitions endure. Start there.
• Scale, Not Pilots — Most organisations are stuck in pilot purgatory. The book maps the path from experimentation to enterprise-wide transformation, drawing on BCG's S-curve model.

Key Frameworks

• The PACE Model — Perception, Action, Reasoning, Learning: a framework for assessing agentic AI capabilities and maturity.
• The Agentic CMO Competency Model — 12 competencies across four domains: AI Literacy, Change Leadership, Ethical Governance, and Technical Fluency.
• The Value Stack — From Efficiency to Enhancement to Strategic value creation through agentic AI.
• Three Architectural Models — Hub-and-Spoke, Embedded, and Hybrid Collaborative models for structuring human-AI collaboration.
• The 90-Day Agentic Transformation Plan — A ready-to-implement playbook for marketing leaders.

Structure

Five parts. Sixteen chapters. From strategic imperative to implementation playbook.

Part I — The Strategic Imperative

Understanding agentic AI, the evolving CMO mandate, and building the business case for transformation.

Part II — Designing the Hybrid Organisation

Architecture of human-AI collaboration, AI-first culture, and talent strategy for the agentic era.

Part III — Implementation Excellence

The pilot-to-scale journey, governance for autonomous marketing, and the technology stack.

Part IV — Leading the Future

Measurement, ethical leadership, customer experience revolution, and competitive strategy.

Part V — The Playbook

Your 90-day transformation plan and industry-specific applications.