What does it really take to create and own a category—especially when you’re competing against tech giants with 1,000x your resources?

In this episode of CMOs Unscripted, host Lisa Martin talks with five-time CMO Jason McClelland to unpack the art and science of category creation, modern repositioning, and why technical storytelling may be the most underrated superpower in B2B marketing.

From helping transform companies like Adobe and Heroku to leading DataStax through its evolution into an enterprise AI platform (and eventual acquisition by IBM), Jason shares hard-earned lessons on alignment, confidence, and navigating orchestrated chaos at scale.

The conversation also dives deep into how AI is reshaping marketing in real time—from LLM optimization and AI-driven research to the growing need for marketers who can lead through ambiguity, not just execute playbooks. Jason makes the case that while AI accelerates execution, human storytelling, emotional resonance, and C-suite trust remain irreplaceable.

If you’re a CMO, VP of Marketing, or senior leader trying to differentiate in an AI-saturated market, this episode is a premium workshop in staying relevant, fast, and credible.

Key Topics:

• Why category creation is essential for mid-market and challenger brands
  

• Lessons from Adobe’s Creative Cloud transformation (and why it was messier than it looked)
  

• How to align product, sales, and the C-suite around a single positioning narrative
  

• Why confidence—not consensus—is often the missing ingredient in category leadership
  

• How AI is accelerating marketing workflows (without eliminating the need for humans)
  

• LLM optimization, GEO, and why “Google isn’t the front door anymore”
  

• The danger of AI-generated sameness, and how storytelling prevents commoditization
  

• Why CMOs must build credible relationships with peers to succeed
  

• The underrated leadership skill most CMOs overlook
  

• Why this moment is a career-resetting opportunity, not a threat

As AI continues to accelerate the pace of change, this conversation is a powerful reminder that while tools, platforms, and tactics will evolve, the fundamentals of great marketing endure. Category creation still demands clarity, conviction, and alignment. Storytelling still shapes perception and builds trust. And leadership still requires the courage to move forward without a perfect playbook. Jason’s insights make one thing clear: the marketers who will thrive in this next era aren’t the ones chasing every new buzzword—they’re the ones who can combine technical fluency with human understanding and confidently lead their organizations through uncertainty.

No matter where you are in your marketing journey, this episode delivers valuable insights and real-world strategies you can put into action. Don’t miss out, watch now on YouTube and subscribe for biweekly conversations with top industry leaders.

#CMOsUnscripted, #MarketingLeadership, #AIinMarketing, #CMO, #categorycreation, #storytelling

In this powerhouse episode of CMOs Unscripted, host Lisa Martin sits down with Chandar Pattabhiram, one of LinkedIn’s Top 5 CMOs to Follow and now Chief Go-to-Market Officer (GTM Officer) at Workato. Together, they unpack the evolution of modern marketing leadership — from mastering the fundamentals of the C, M, and O to orchestrating full go-to-market strategy across marketing, alliances, enablement, and operations. Chandar shares candid lessons from his journey across startups, scale-ups, and global enterprises, explains how failure fuels growth, and reveals why board experience is now a strategic must for CMOs. The conversation concludes with actionable insights into how AI is reshaping marketing execution — and how to separate hype from high impact.

Key Takeaways:

• Failure is a Feature, Not a Bug: Chandar emphasizes that the most valuable leadership lessons come from failure. Each setback refines decision-making, resilience, and innovation capacity.

  
  

• The CMO Breakdown — C, M, O:

• • C = Chief: Leadership that creates leaders, absorbs ambiguity, and fosters clarity.

  • M = Marketing: Domain mastery that’s continually evolving with technology and AI.

  • O = Orchestrator: Bringing harmony across product, demand, and brand teams for unified execution.
    

• From CMO to Chief GTM Officer: The evolution isn’t just a title change — it’s an expansion of scope. The Chief GTM Officer oversees marketing, alliances, enablement, rev ops, and incubation sales — all aimed at setting sales up to win more, win faster, and win bigger.
  

• “From Harm to Harmony”: Chandar’s mantra for go-to-market alignment. Great organizations eliminate silos, aligning every function under shared goals and unified messaging.
  

• Engine Room vs. Alignment Room: CMOs must evolve from tracking vanity metrics (impressions, clicks) to alignment metrics (pipeline, win rates, ASPs). Board-level credibility comes from focusing on revenue outcomes.
  

• Board Experience as a Growth Multiplier: Serving on boards gives CMOs a panoramic view of enterprise strategy, financial oversight, and CEO succession — transforming them from function leaders to enterprise strategists.
  

• AI: From Experimental to Actionable: Workato’s Campaign Genie showcases how trigger-driven AI workflows can automate outreach, eliminate latency, and generate millions in incremental pipeline — without adding headcount.
  

• Why 95% of AI Projects Fail: Chandar attributes this to a lack of trust and predictability in models. Success comes from balancing AI’s creative power with structured “skills” and contextual grounding.
  

• The Next Big Challenge — Agent Sprawl: Just as “app sprawl” fragmented workflows, AI agents risk multiplying inefficiencies. The key is orchestration — creating cohesion between human and machine collaboration.

This episode is a masterclass in marketing leadership evolution. Chandar doesn’t just talk about adapting to change — he models it. From redefining the CMO role to embracing boardroom influence and harnessing AI for measurable outcomes, his insights provide a roadmap for every marketing leader seeking to elevate their impact. Whether you’re a current CMO, aspiring GTM officer, or simply passionate about the future of marketing, this conversation is your blueprint for growth, alignment, and orchestration in the age of AI.

No matter where you are in your marketing journey, this episode delivers valuable insights and real-world strategies you can put into action. Don’t miss out, watch now on YouTube and subscribe for biweekly conversations with top industry leaders.