The Agile Brand with Greg Kihlström® | What CMOs Need to Know About Marketing Technology, AI & CX

How much of your marketing technology budget is quietly underperforming, not because the software is flawed, but because your teams can't, or won't, fully adopt it?

Because real agility was never about buying faster tools. It's about having an operating model that can actually turn a tool's potential into results, and keep doing it as the tools keep changing.

Today we're digging into the phase that quietly decides whether any martech investment pays off: what happens after the contract is signed with things like implementation and adoption. We'll get into:

- Why rollouts stall — and why the real cause is usually the operating model, not the tool.
- What it takes to move a team from "trained" to genuinely changed.
- How to measure real value without fooling yourself with usage metrics.
- And what shifts once the platform starts doing some of the work itself.

To help me discuss this topic, I'd like to welcome, Kate Dalbey, Chief Client Officer at Qualified Digital.

About Kate Dalbey
As CCO, Kate leads client management and growth initiatives at Qualified Digital, bringing over 20 years of digital marketing experience from both client-side and agency-side roles. She's responsible for driving organic and net new growth by leading multi-disciplinary teams who turn light-bulb ideas into fantastic outcomes for the brands QD works with. Kate is guided by the client philosophy that "we grow because they grow." Kate has consistently delivered year-over-year growth in her portfolio within fast-paced, high-growth start-up environments. She passionately believes that digital experiences can change people's lives for the better and works diligently to see these outcomes arrive in real time. In her daily life at QD, Kate enjoys what she calls "the relentless pursuit of better business results" and takes pride in building the teams that can create them, from idea to strategy to plan to execution and measurement. Because what's next isn't enough, it's what's north that really gets her excited. Kate's career experience is deeply rooted in healthcare, across provider, payer, and life sciences. The client roster she's managed includes category powerhouses CVS Health, CommonSpirit Health, Mayo Clinic, Kaiser Permanente, Cigna, Aetna, Sunrise Senior Living, Gelesis, UNCH, Jefferson Health, Cedars-Sinai, Spaulding Rehabilitation, UHS, and Wedgewood Pharmacy. She's also led digital transformation for AmeriGas, Hitachi Vantara, Thomson Reuters, ScanSource, U of Pennsylvania, and the Am. Board of Internal Medicine. When Kate isn't delivering her unique brand of magic at QD, she's with her husband and 2 sons. She loves cheering on Philly sports teams, coaching youth soccer with her husband, and traveling with her family.

Kate Dalbey on LinkedIn

---------- Resources ----------

Qualified Digital

The Agile Brand podcast is brought to you by TEKsystems.

We’re proud to be a media partner for #MAICON26 - Oct. 13-15! Learn how AI can power your marketing and business and help you grow smarter. Use code AGILE150 to save!

Reach your customers with Reddit. Spend $500 in ad spend, get $500 back in ad credit!

Chaser is the only Slack-native project management platform that helps teams turn messages into tracked tasks, automate follow-ups, and maintain team-wide visibility, without adopting another tool. Now integrated with Claude and other GenAI tools. Use code AGILEBRAND for a 3-month free trial (normal trial is 14 days).

The most influential minds in software, AI, and engineering leadership will be at WeAreDevelopers World Congress North America, September 23-25 in San Jose.

Start building your own apps with Replit and get $20 off.

Enjoyed the show? Tell us more at and give us a rating so others can find the show.

Connect with Greg on LinkedIn

Don't miss a thing: get the latest episodes, sign up for our newsletter and more.

Check out The Agile Brand Guide website with articles, insights, and Martechipedia, the wiki for marketing technology.

The Agile Brand is produced by Missing Link.
Hosted on Acast. See acast.com/privacy for more information.

What if the real risk with AI isn't moving too slowly, but instead moving fast on a foundation that hasn't quite earned its trust?

Because agility was never really about speed. It's about being able to change again and again without the whole thing coming apart — and that depends on groundwork most organizations are tempted to skip.

Today we're going to dig into that groundwork — the unglamorous part that decides whether AI actually pays off. Specifically:

- Why the same AI investment can compound trust in one company and quietly erode it in another — and what makes the difference.
- The tension between personalizing an interface for every individual user and keeping one coherent, recognizable product.
- Why building a real data culture is the step nearly everyone skips, and no one can skip for long.

To help me discuss this topic, I'd like to welcome, Chris Willis, Chief Design Officer & Futurist at Domo.

About Chris Willis
Chris Willis is Chief Design Officer at Domo, where he brings more than 25 years of design and product leadership to the company’s data, analytics, and AI platform. Since joining Domo early in its history, he has played a key role in shaping the platform’s design strategy, helping make complex data more accessible and useful for customers across industries. Before Domo, Chris co-founded HOUR Detroit magazine and Footnote.com (now Fold3.com), which was acquired by Ancestry.com, and worked as an award-winning illustrator, journalist, and author. His experience blends design thinking, technology, and emerging trends to drive innovation and build tools that solve real business problems.,Yes,This will be completed shortly

Chris Willis on LinkedIn: https://www.linkedin.com/in/cwillis

---------- Resources ----------

: https://www.domo.com

The Agile Brand podcast is brought to you by TEKsystems. Learn more here: https://aglbrnd.co/r/2868abd8085a9703

Reach your customers with Reddit. Spend $500 in ad spend, get $500 back in ad credit! Learn more: https://advertalize.com/r/491818c79fb1873f

Enjoyed the show? Tell us more at and give us a rating so others can find the show at: https://aglbrnd.co/r/faaed112fc9887f3

Connect with Greg on LinkedIn: https://www.linkedin.com/in/gregkihlstrom

Don't miss a thing: get the latest episodes, sign up for our newsletter and more: https://aglbrnd.co/r/35ded3ccfb6716ba

Check out The Agile Brand Guide website with articles, insights, and Martechipedia, the wiki for marketing technology: https://www.agilebrandguide.com

The Agile Brand is produced by Missing Link—a Latina-owned strategy-driven, creatively fueled production co-op. From ideation to creation, they craft human connections through intelligent, engaging and informative content. https://www.missinglink.company
Hosted on Acast. See acast.com/privacy for more information.

What if the biggest barrier to scaling your retail media investment isn't technology, but a fundamental disagreement on what success even looks like?

Agility requires not just adopting new tools, but also being willing to challenge the measurement frameworks we've grown accustomed to.

Today, we're going to talk about the nuanced world of in-store retail media measurement and why the old rules no longer apply. Specifically, we'll cover:

- Why the standard approach to measuring in-store media, often borrowed from digital, is creating friction and stalling budget growth.
- How to create a unified measurement language that aligns brands, retailers, and agencies around a common definition of success.
- Practical steps to move in-store media from experimental budgets to scalable, repeatable investments grounded in actual product movement.

To help me discuss this topic and ISM and IAB's recent report, I'd like to welcome Paul Brenner, SVP, Global Retail Media and Partnerships at In-Store Marketplace (ISM) and Collin Colburn, Vice President, Commerce & Retail Media at IAB) and Collin Colburn, Vice President, Commerce & Retail Media at IAB.

About Paul Brenner
Paul Brenner is Senior Vice President of Retail Media and Partnerships with 25+ years of leadership in media, entertainment, and ad tech. He has led innovation in audio and broadcast, driving advancements in audience measurement, in-car experiences, and data attribution, and later scaling in-store audio advertising through strategic growth and partnerships. Known for identifying high-impact technology and revenue opportunities, Paul now focuses on evolving the in-store retail media landscape.
Paul Brenner on LinkedIn

About Collin Colburn
Collin Colburn serves as Vice President, Commerce & Retail Media at IAB where he leads the Commerce Center of Excellence. In this role, he drives innovation, education, and standards across the commerce ecosystem to help brands, retailers, and technology partners deliver better media opportunities, customer experiences, and business outcomes. Prior to IAB, Collin led Growth and Go-To-Market Strategy at Horizon Commerce and spent over a decade at Forrester, where he pioneered the firm’s performance marketing and retail media practice. He partnered with B2B and B2C CMOs to advance their marketing strategies, while also expanding Forrester’s Fortune 500 client portfolio. Collin’s insights have been featured in The Wall Street Journal, The New York Times, Digiday, and MediaPost. A popular industry speaker, Collin has keynoted global industry events in addition to being a quarterly guest on Bloomberg TV.
Collin Colburn on LinkedIn

---------- Resources ----------

In-Store Marketplace (ISM)

The Agile Brand podcast is brought to you by TEKsystems.

Read the report mentioned in the show.

We’re proud to be a media partner for #MAICON26 - Oct. 13-15! Learn how AI can power your marketing and business and help you grow smarter. Use code AGILE150 to save!

Reach your customers with Reddit. Spend $500 in ad spend, get $500 back in ad credit!

Chaser is the only Slack-native project management platform that helps teams turn messages into tracked tasks, automate follow-ups, and maintain team-wide visibility, without adopting another tool. Now integrated with Claude and other GenAI tools. Learn more at trychaser.com and use code AGILEBRAND for a 3-month free trial (normal trial is 14 days).

The most influential minds in software, AI, and engineering leadership will be at WeAreDevelopers World Congress North America, September 23-25 in San Jose.

Start building your own apps with Replit and get $20 off.

Enjoyed the show? Tell us more at and give us a rating so others can find the show.

Connect with Greg on LinkedIn

Don't miss a thing: get the latest episodes, sign up for our newsletter and more.

Check out The Agile Brand Guide website with articles, insights, and Martechipedia, the wiki for marketing technology.

The Agile Brand is produced by Missing Link.
Hosted on Acast. See acast.com/privacy for more information.

What if the biggest screen in the home could be treated less like a billboard and more like a direct response channel?
Agility requires moving beyond the "set it and forget it" mindset of traditional media. It means having the data and the tools to react to performance signals in real-time, whether that's on a social feed or a living room screen.
Today, we're going to talk about unlocking the full potential of Connected TV. We'll explore how marketers can move beyond treating CTV as a simple awareness play and start leveraging it as a true performance channel, driven by first-party data and connected to a full-funnel measurement strategy.
To help me discuss this topic, I'd like to welcome Alison Clark, GTM/Strategy Lead at AdRoll.

About Alison Clarke
Alison Clark is the Head of GTM Sales Strategy for AdRoll. She developed her career building and scaling advertising solutions across digital and programmatic, with a focus on driving real results for clients. She is the AdRoll customer’s number one champion to inform CTV product priorities that solve your biggest challenges.

Alison Clarke on LinkedIn: https://www.linkedin.com/in/alison-clark-7566265/

---------- Resources ----------

AdRoll: https://www.adroll.com

The Agile Brand podcast is brought to you by TEKsystems. Learn more here: https://aglbrnd.co/r/2868abd8085a9703

We’re proud to be a media partner for #MAICON26 - Oct. 13-15! Learn how AI can power your marketing and business and help you grow smarter. Use code AGILE150 to save! https://aglbrnd.co/r/7fe458ced0f04658

Reach your customers with Reddit. Spend $500 in ad spend, get $500 back in ad credit! Learn more: https://advertalize.com/r/491818c79fb1873f

Chaser is the only Slack-native project management platform that helps teams turn messages into tracked tasks, automate follow-ups, and maintain team-wide visibility, without adopting another tool. Now integrated with Claude and other GenAI tools. Learn more at trychaser.com and use code AGILEBRAND for a 3-month free trial (normal trial is 14 days).

The most influential minds in software, AI, and engineering leadership will be at WeAreDevelopers World Congress North America, September 23-25 in San Jose. Learn more: https://aglbrnd.co/r/60a7299222a7bcf1

Start building your own apps with Replit and get $20 off. Learn more: https://aglbrnd.co/r/93531742a7625a20

Enjoyed the show? Tell us more at and give us a rating so others can find the show at: https://aglbrnd.co/r/faaed112fc9887f3

Connect with Greg on LinkedIn: https://www.linkedin.com/in/gregkihlstrom

Don't miss a thing: get the latest episodes, sign up for our newsletter and more: https://aglbrnd.co/r/35ded3ccfb6716ba

Check out The Agile Brand Guide website with articles, insights, and Martechipedia, the wiki for marketing technology: https://www.agilebrandguide.com

The Agile Brand is produced by Missing Link—a Latina-owned strategy-driven, creatively fueled production co-op. From ideation to creation, they craft human connections through intelligent, engaging and informative content. https://www.missinglink.company
Hosted on Acast. See acast.com/privacy for more information.

What happens when your e-commerce platform treats your most valuable professional clients like everyday consumers?
Agility means looking past a platform's out-of-the-box features and building an experience that reflects how your different customer segments actually do business.
This episode is brought to you by The Office of Experience, a design-driven, digital-first, vertically integrated and collaborative agency that believes in the power of ideas and the strength of people. Learn more at www.officeofexperience.com
Today, we're talking about the complexity of building a single e-commerce experience for two very different audiences. Specifically, we'll explore:
- Balancing the distinct needs of B2B and B2C audiences on a single digital storefront.
- Knowing when to lean on an e-commerce platform's native capabilities versus when to invest in custom development to close critical experience gaps.
- Integrating physical retail and showroom data, like real-time local inventory, into a seamless digital experience.
To help me discuss this topic, I'd like to welcome, Jenna Kennedy, Senior Director, Client Strategy & PMO at Office of Experience and William Webster, General Manager, Guy Gunter Home.

About Jenna Kennedy
Jenna Kennedy is Senior Director, Client Strategy & PMO at Office of Experience, where she has spent roughly 11 years of a 20-year agency career focused on project management and client relationships across branding, digital marketing, and e-commerce. Office of Experience is a design-driven, digital-first, vertically integrated and collaborative agency that works with businesses at points of transformation — entering new markets, launching products, or changing how they go to market — across branding, UX/UI design, site builds, conversion optimization, and e-commerce capability.
LinkedIn: linkedin.com/in/jennabkennedy

About William Webster
William Webster is General Manager of Guy Gunter Home, part of PDI, where he has worked for over 12 years. He previously served as Director of Sales for PDI's e-commerce and showroom channel, overseeing showroom storefronts and the e-commerce department, after a regional stint serving retail clients across PDI's showrooms. PDI has been in business since 1973 and operates more than 25 locations.
LinkedIn: https://www.linkedin.com/in/william-webster-67773768/

---------- Resources ----------
: https://www.officeofexperience.com

This episode is brought to you by The Office of Experience, a design-driven, digital-first, vertically integrated and collaborative agency that believes in the power of ideas and the strength of people. Learn more at www.officeofexperience.com

We’re proud to be a media partner for #MAICON26 - Oct. 13-15! Learn how AI can power your marketing and business and help you grow smarter. Use code AGILE150 to save! https://aglbrnd.co/r/7fe458ced0f04658

Reach your customers with Reddit. Spend $500 in ad spend, get $500 back in ad credit! Learn more: https://advertalize.com/r/491818c79fb1873f

Chaser is the only Slack-native project management platform that helps teams turn messages into tracked tasks, automate follow-ups, and maintain team-wide visibility, without adopting another tool. Now integrated with Claude and other GenAI tools. Learn more at trychaser.com and use code AGILEBRAND for a 3-month free trial (normal trial is 14 days).

Enjoyed the show? Tell us more at and give us a rating so others can find the show at: https://aglbrnd.co/r/faaed112fc9887f3

Connect with Greg on LinkedIn: https://www.linkedin.com/in/gregkihlstrom

Don't miss a thing: get the latest episodes, sign up for our newsletter and more: https://aglbrnd.co/r/35ded3ccfb6716ba

The Agile Brand is produced by Missing Link—a Latina-owned strategy-driven, creatively fueled production co-op. From ideation to creation, they craft human connections through intelligent, engaging and informative content. https://www.missinglink.company
Hosted on Acast. See acast.com/privacy for more information.