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As a CMO, you’re constantly innovating…and your competition certainly is! So with the advent of AI Agents, this is a critical time to level up.

Ask Yourself: How can I create a marketing team that thrives in this hybrid, AI-powered landscape?

Before Starting:

Visualize your team. Picture your team members, both in-office and remote, regionally then globally, collaborating seamlessly. It can happen!
Focus on strengths. Acknowledge your team’s existing skills and expertise — they’re the foundation for building a future-proof unit. Think about both technical acumen as well as deep domain knowledge; you’ll need them both.
Embrace the future. See AI agents/assistants as valuable tools, not replacements, freeing up your team’s time for creative strategy. Remember, AI agents will always be supervised in one manner or another.

Starting:

Set clear expectations. Clearly define team roles and responsibilities within the hybrid framework. Hint: Recommend to name your avatar agents and give them an avatar to keep track on the RACI; plus you can let the team have fun naming and designing the avatar. (Think Roblox generation!)
Invest in communication tools. Equip your team with technology to bridge the gap between physical and digital workspaces. You may want to hash out ideas for working in a VR space, though that is a separate topic. Just be aware of the conversation for now.
Prioritize team building. Foster a sense of connection and belonging through regular virtual or in-person team-building activities. This is still a good idea in the context of the agent-verse; the best talent will always go where they feel connected and appreciated for their contributions.

Strategies:

Upskill the human element. Invest in training programs that enhance human creativity, emotional intelligence, and critical thinking — skills AI can’t replicate ([Report] McKinsey Global Institute, 2023). These so called “soft skills” are vanishing in many places due to changes in educational experiences; it’s fine to bring in subject matter experts and trainers to give your teams a boost here.
Embrace data-driven decision making. Leverage AI for market analysis and customer insights to inform strategic marketing campaigns ([Article] Harvard Business Review, 2022). Hint: Don’t just produce and consume data; translate it into meaningful decisions, actions, and rewards.
Empower experimentation. Encourage calculated risks and experimentation within the team to stay ahead of the curve. Hint: If you don’t know how to “calculate risks” instead of “worrying about risks,” we should talk. And there are books and classes on this topic that will make you sound like a calm genius to your team.

Warnings:

Don’t neglect the human connection. A strong company culture thrives on personal interaction. Ensure there are opportunities for informal connections. “Happy hour” can still happen with your local team members; you can even loop others in with cell phone cameras to carry the conversation. Embrace the digital tools for scheduling “creative sessions,” “connection sessions,” and “meet and greets” across departments. They can be 15 minutes as long as they are real.
Beware of information overload. Over-reliance on AI data can lead to analysis paralysis. Prioritize clear communication of key insights. Hint: You may need a Marketing Data Playbook, Data Matrix, or Decision Trees to easily turn unstructured data into cogent decisions. Don’t rely on PowerPoints and meandering “so called discussions;” instead seek clarity.
Focus on results, not technology. AI is a tool — the human element is still key to driving successful marketing campaigns. You have to strike the balance between “efficiency” and “effectiveness” as you lead hybrid teams. Find what’s really working first then operationalize and cut the fat. (Don’t forget to post your success stories on LinkedIn so others can connect with you and set you up for your next promotion, big deal, etc.

Leading a hybrid marketing team in the AI Agentverse requires a strategic, human-centric approach. By focusing on clear communication, upskilling your team, and leveraging AI for insights, you can build a future-proof team that thrives in this exciting new landscape. Also, remember to document your processes so you don’t get confused how things should be done, whether Human Workers or Digital Workers, they will still need direction and management from you.