In the past, new marketing leaders had months to ramp up. They conducted customer interviews, reviewed past campaigns and slowly pieced together an understanding of the brand, the buyer and the business.
Not anymore.
“The ability to ramp up quickly used to take months,” said Erica Jolly Brookes, Chief Marketing Officer at Energy Cap, on a recent episode of the Doing Business in Bentonville podcast. “Now, AI tools allow us to extract patterns and insight that marketers can immediately apply to messaging, positioning and even product recommendations.”
Erica shared how she accelerated her own onboarding process by analyzing dozens of customer calls, then feeding those transcripts into a company-specific AI instance. Within minutes, she had a clear, actionable framework: pain points, decision criteria, internal hurdles and more.
What would have taken a quarter took a coffee break.
It’s a clear example of how artificial intelligence is reshaping not just the tools marketers use but the pace and expectations of modern marketing leadership.
But the conversation doesn’t stop at speed. Erica argues that AI isn’t just a shortcut. It’s a strategy accelerator. When used well, it connects frontline insight directly to brand and product decisions. It reduces the gap between what customers are saying and how companies respond.
This kind of intelligence is especially critical in today’s fragmented environment. With multigenerational teams and buyers, shifting channels and a growing demand for personalization, marketers don’t have the luxury of guesswork. They need fast, credible insight — and the ability to act on it quickly.
Still, Erica is quick to point out: insight without action is just noise.
That’s why she ties her marketing approach directly to outcomes — revenue, retention, pipeline and product adoption. “We’re not just driving awareness,” she explains. “We’re helping the business grow.”
For those stepping into new roles or new markets, the message is clear. The modern marketing playbook begins with listening, but at a whole new speed and scale. And the best leaders are the ones who can turn those early insights into fast, meaningful impact.
Hear the full conversation with Erica Jolly Brookes on the Doing Business in Bentonville podcast.
