Scheduler 2024

Use the filters to find the speakers and sessions that present solutions to your greatest content marketing challenges and plan your personal CMWorld experience.

Note that rooms do fill up and seating is first come, first serve, so arrive early to sessions that you would like to attend.

The Work Before the Work: The Messy Middle on the Path to AI Innovation

Jenny Magic  (Founder, Build Better Change)

Location: Room 30DE

Date: Wednesday, October 23

Time: 2:10 pm - 2:50 pm

Pass Type: All Access, Main Conference, Main Conference Plus, Digital - Get your pass now!

Audience Level: Intermediate

Conference Theme: B2B & B2C

Session Type: Session

Track: Content Management & Optimization

Vault Recording: TBD

Audience Level: Intermediate

Marketers are at the forefront of driving transformation within their organizations and the urgency to innovate is relentless - it feels like if we don't hurry we'll miss the boat. However, the rush to adopt new technologies like AI often overlooks the "messy middle" - the essential groundwork needed to ensure a smooth and successful implementation.

Pushing back on this rush are teams who have seen the challenges with innovating at scale. They have been through enough change to know the "figure it out as we go" approach usually leads to unworkable work. No tool will magically solve the most common problems plaguing many organizations, such as:

* Multiple versions of unstructured and outdated information stuck in silos
* Change-fatigued teams struggling to implement existing tools
* Evaporation of goodwill and discretionary effort
* Unrealistic expectations about how long things take and available employee time

It's time to stop leading teams into expensive tech implementations without doing the necessary "messy middle" groundwork to ensure success. Leaders don't have the luxury of gambling on an experimentation approach. Truly benefiting from AI requires more than just picking the right tools - leaders must also navigate the complicated dynamics of project buy-in and make time for information cleanup so our AI is learning from accurate information.

The good news is that marketers are well-positioned to be the leaders in setting AI projects on the right course. As experts in auditing content for redundant, obsolete and trivial information (ROT), there is no one better positioned to develop personas and change journey maps for a persuasive AI adoption campaign. Familiar marketing techniques like persona-driven personalized messaging and campaign planning are also the secret sauce to internal project success. Marketers can become change leader heroes using marketing strategies to build internal buy-in and drive adoption.

This session will share new research on the realities of implementing change as well as a powerful framework designed to turn resistance into enthusiastic support, propelling your projects from the drawing board to reality.

Whether you're on the team or leading it, this session is a must-attend for anyone looking to transform the way projects are handled at their organization.


  • Right-size project scope to push back against unrealistic expectations and timelines
  • Assess change capacity and predict change fatigue and resistance using audience personas
  • Identify critical adoption milestones, turning potential obstacles into stepping stones.
  • Repurpose marketing tools and techniques to create change messaging that wins over internal stakeholders.