Twenty years in B2B marketing teaches you something that doesn't show up in frameworks or certifications: the difference between marketing that looks right and marketing that actually moves people toward a decision. I've spent my career on the second kind.

I'm a marketing executive who builds brands, teams, and go-to-market systems that earn trust at scale and connect to commercial outcomes. At IBM, that meant translating 100+ AI and cloud offerings into coherent narratives that field teams could actually sell, generating $225M and $300M ARR across two major platforms. At Goldman Sachs, it meant architecting C-suite engagement programs that turned thought leadership into pipeline — +115% YoY for the Inner Circle CHRO series. At Insperity, it meant building the company's first-ever Product Marketing function from scratch — a national team across six cities — and integrating it with campaign strategy so that product, marketing, sales, and service operated from a single brief rather than a sequence of handoffs. That integration is what turns a launch into a market position and a marketing team into a genuine commercial partner.

The current chapter is the one I find most interesting. Over the last several years I've built AI-enabled marketing operations from the inside — not as a pilot, but as a working system. Custom AI agents within Jasper, Adobe, and Salesforce transformed how my team handled positioning analysis, content development, sales enablement, and client story production, tripling output without adding headcount. I also built and ran the AI literacy and enablement program for Insperity's GTM teams, and led the organization's transition from traditional SEO to GEO — rearchitecting how content and site structure perform in a world where AI models, not search results pages, are increasingly the first answer surface. These aren't things I'm theorizing about. They're operating models I built and ran.

My career spans agency and corporate, creative and commercial, global enterprise and founding moments. Nine years at Digitas building the Content Practice for clients including American Express, L'Oreal, Accenture, and LEGO. A brand launch for IBM Consulting's 150,000-person organization. A documentary produced in Rwanda for a Harvard-affiliated medical non-profit that raised $1M+ in six months. An influencer program that grew L'Oreal's YouTube audience from 500K to 1M in a year before influencer marketing had a name. The through-line across all of it: creative work connected to commercial outcomes.

I believe marketing must earn its seat at the revenue table — and that the CMO of the next decade will be a growth architect, not a campaign manager. I also believe the AI transition is the most important organizational challenge most companies will navigate in the next five years, and that the leaders who get it right will treat it as a human challenge as much as a technical one.

I write Marketing Growth Conversations, a LinkedIn newsletter at the intersection of B2B marketing, AI adoption, and the future of growth leadership. I'm based in New York City.

Columbia University, BA. Babson F.W. Olin School of Business, MBA. MIT Sloan, AI for Business Strategy. Certified in Advanced Product Marketing and AI for Product Marketing through the Product Marketing Alliance. Certified in Piloting and Scaling AI Workflows, along with AI for Marketing and Sales through SmarterX.

For executive inquiries and networking: linkedin.com/in/mfasciano