Episode 20
Future-Fit Marketing Teams: Building Trust for AI-Era Transformation
In this episode of the 'Trust & Influence in B2B' podcast, host Joel Harrison speaks with Roland Glass, CCO of Hello Kindred, and Shane Redding, a prominent B2B marketing expert, about building future-fit marketing teams in an AI-driven world. They explore the challenges of managing distributed teams, the evolution from traditional hierarchical structures to agile pod-based models, and the critical importance of building trust while navigating resource constraints. The conversation delves into the "Rubik's cube" approach to talent allocation, the rise of star-shaped marketers, and how AI is reshaping skill requirements across different experience levels. Roland and Shane share insights on maintaining culture in decentralized teams, the ethics of AI implementation, and practical strategies for CMOs looking to transform their operations while proving commercial value to stakeholders.
Takeaways:
🎯 CMOs must shift from functional design to outputs and value-driven team structures
🧩 The "Rubik's cube" talent model combines full-time, freelance, agency, and specialist resources dynamically
⭐ Star-shaped marketers need both deep specialization and commercial breadth across marketing functions
🏗️ Pod-based structures enable agile, multidisciplinary teams for specific projects and outcomes
🤖 AI augments experienced marketers more effectively than replacing junior talent entirely
🌍 Distributed teams require intentional culture-building and inclusive environments regardless of contract type
⚖️ Ethical AI usage and thinking skills are paramount for responsible marketing automation
📊 Sharp instruments (specialized teams) deliver better results than blunt tools (generalized approaches)
🔄 Change management has become the #1 skill for modern CMOs navigating constant transformation
🚀 Start small with pilot projects to prove value before scaling new operating models
Chapters:
00:00 - Introduction to Future-fit Marketing Teams
01:59 - The Catalyst for Change in Marketing Talent Strategies
04:34 - From Crisis to Smart Adaptation
06:22 - The Rubik's Cube Approach to Team Building
09:09 - Star-shaped Marketers vs Deep Specialists
12:34 - Skills Polarization and the Missing Middle Layer
17:04 - Pod-based Structures and Agile Operating Models
21:38 - AI's Role Across Different Experience Levels
27:57 - Maintaining Culture in Distributed Teams
30:19 - Future-proofing Marketing Organizations
38:12 - Practical First Steps for Transformation
Resources:
📚 The Culture Map by Erin Meyer - Essential reading for global teams
🏢 Hello Kindred - Digital talent management specialists
🎓 Cambridge University Faculty - IT ethics, law and business program
Follow Roland Glass:
https://linkedin.com/in/rolandglass
Hello Kindred - hellokindred.com
Follow Shane Redding:
https://linkedin.com/in/shaneredding
Follow Joel Harrison:
https://linkedin.com/in/joelharrison/
B2B Marketing:
https://linkedin.com/company/b2b-marketing/
Listen to Trust & Influence in B2B:
🎧https://open.spotify.com/show/trust-influence-b2b
