Bernd Leger AMA: Navigating Industry Shifts at Cornerstone OnDemand
.jpg)
Bernd Leger, the CMO of Cornerstone OnDemand, shared his rich insights on the evolution of the marketing industry, the innovative use of technologies, and his views on the potential of AI in marketing.
The Shift in Marketing
Marketing today has much more weight in the entire value chain of businesses. The shift has not only increased the accountability of marketing within organizations but has also presented opportunities for marketers to broaden their horizons and embrace novel tactics.
Bernd further emphasized the challenges marketers face in choosing the right tool from the myriad of solutions. The explosion of Marketing Technology (MarTech) tools is both a blessing and a curse - a double-edged sword that provides endless opportunities but also complicates decision-making.
Where the BDR Belongs
One of the hot button debates in the marketing sphere is the fitting placement of BDR (Business Development Representative) teams in an organizational chart. Should they be a part of the sales or marketing department? Bernd offers an insightful perspective, leaning towards positioning BDR teams under the marketing umbrella. Doing so, he argues, offers more control over the pipeline, fosters better alignment, and permits a more strategic approach to customer engagement.
AI: The Game Changer in Marketing
Bernd doesn’t hesitate to state that AI has been nothing short of revolutionary for the marketing industry. AI promises more strategic personalization and unprecedented levels of efficiency, and will be the next big thing in marketing.
He dubs AI as the key to mastering the art of content creation. AI and Machine Learning models, Bernd projects, are set to take the load off human marketers, automating repetitive tasks so that they can focus on more creative aspects of their role.
Bernd acknowledges that AI's full potential in marketing is still untapped and believes that daring to trust and experiment with AI algorithms could offer businesses a competitive advantage. However, he also pragmatically reminds us that human intervention is irreplaceable in areas that call for empathy and personal human touch.
Stay up to date with the latest marketing tips and tricks
Other articles in this category
Amandine Servain AMA: Successful Implementation Strategies for AI in Marketing
Amandine Servain, VP Marketing at Wunderkind discusses how she evaluations, implements, and measures the success of AI tools.
.svg)
.jpg)
Greg Kogan AMA: How Pinecone Tackled Category Creation and PLG Growth
Greg Kogan shares how he and the Pinecone team coined the term "vector database", built the category and scaled to 10,000 signups a day with a PLG motion.
Alex Rosemblat AMA: From first GTM Hire to Public Company CMO
Former CMO of Datadog, Alex Rosemblat, shares valuable insights on the power of account-based marketing, the importance of strategic clarity and alignment, and the need to listen to customers in B2B marketing.
.jpg)
Jon Miller AMA: AI in B2B Marketing with Demandbase
Jon Miller co-founded Marketo, one of the most successful marketing automation platforms, and is now the CEO of Demandbase, a trailblazing account-based marketing company.
.jpg)
Jason Grunberg AMA: Embracing AI in Personalization at Bluecore
Jason Grunberg has built a remarkable career in marketing with over two decades of experience, currently serving as the CMO of Bluecore, a leading retail marketing platform.
.jpg)
Puja Rios AMA: Campaigns by Industry at Frame.io
Frame.io's acquisition by Adobe for $1.28 billion in 2021 offers ample testament to the role that focused sales and marketing efforts can have on a company's growth trajectory.
Carol Meyers AMA: Navigating Multi Product at Rapid7
Having been through 4 IPOs and now sitting on numerous boards and advising many companies, Carol had some great anecdotes, tips and tricks to share.
Tricia Gellman AMA: Building a Lasting Brand at Drift
In the early days of any company, you have to focus on building your brand and acting bigger than you are. This means investing in content, social media, PR and other channels the way a bigger company would.
Andrea Kayal AMA: Aligning Revenue Teams at Helpscout
In a challenging marketing environment, aligning revenue teams and applying AI to "do more with less" has been effective at Helpscout.
Want to give tofu A try?
Request a custom demo to see how Tofu can supercharge your GTM efforts.
ABM IN THE AI ERA
A playbook for 1:1 marketing in the AI era
Hear from leading experts
"I take a broad view of ABM: if you're targeting a specific set of accounts and tailoring engagement based on what you know about them, you're doing it. But most teams are stuck in the old loop: Sales hands Marketing a list, Marketing runs ads, and any response is treated as intent."
"ABM has always been just good marketing. It starts with clarity on your ICP and ends with driving revenue. But the way we get from A to B has changed dramatically."
.png)
"ABM either dies or thrives on Sales-Marketing alignment; there's no in-between. When Marketing runs plays on specific accounts or contacts and Sales isn't doing complementary outreach, the whole thing falls short."
"In our research at 6sense, few marketers view ABM as critical to hitting revenue goals this year. But that's not because ABM doesn't work; it's because most teams haven't implemented it well."
"To me, ABM isn't a campaign; it's a go-to-market operating model. It starts with cross-functional planning: mapping revenue targets, territories, and board priorities."
"With AI, we can personalize not just by account, but by segment, by buying group, and even by individual. That level of precision just wasn't possible a few years ago."
%201%20(1).png)
What's Inside
This comprehensive guide provides a blueprint for modern ABM execution:
8 interdependent stages that form a data-driven ABM engine: account selection, research, channel selection, content generation, orchestration, and optimization
6 ready-to-launch plays for every funnel stage, from competitive displacement to customer expansion
Modern metrics that matter now: engagement velocity, signal relevance, and sales activation rates
Real-world case studies from Snowflake, Unanet, LiveRamp, and more
Transform your ABM strategy
Sign up now to receive your copy the moment it's released and transform your ABM strategy with AI-powered personalization at scale.
Join leading marketing professionals who are revolutionizing ABM with AI