The Indispensable Marketer: Proving Your Value When AI Does the Work - Brossura

Kiran, Sudheer

Brossura

ISBN 10: 9334536748 ISBN 13: 9789334536744

Casa editrice: Sudheer Kiran, 2026

Riassunto

If an agent can do what you did last month, what exactly does the business need you for? That question is already being asked about marketing roles in a lot of companies, usually without the marketer in the room. The Indispensable Marketer is about having a good answer ready before anyone asks. For thirty years, marketers proved their value through output. The campaign went live, the emails went out, the report landed in the leadership inbox on Monday morning. There was always something to point at, and it worked because output was expensive. AI agents now draft the copy, build the variants, set up the campaign, run the report and schedule the posts in minutes, for almost nothing. When anyone can produce the deliverable, the deliverable stops proving anything about the person who shipped it. The money is already moving. Gartner's 2026 CMO Spend Survey found marketing leaders putting 15.3% of their budgets into AI, while only 30% say their organizations are ready to scale it. Stanford research shows employment for young workers in the most AI-exposed jobs now sits about 19% below where it would otherwise be, driven by fewer hires rather than layoffs. The platforms we log into every day are being rebuilt so agents can operate them. This isn't a doom book, and it isn't a comfort book either. Sudheer Kiran has spent nearly two decades in marketing, and he writes as one practitioner to another: the threat is real, the timeline is uneven, and there is a specific way through. If your value sits in tactical execution or platform operation, you're exposed. If you're willing to move from doing the work to deciding what the work should be, designing how it gets done and owning what it produces, this is one of the best moments in years to be a marketer. The book moves in four parts:

• The Work Is Disappearing. Which tasks are going to agents first, and the two traps most of us fall into: mistaking supervision of AI for control, and losing the junior rung where we all learned the craft.
• When Everyone Has an Agent. The four things that stay scarce when every marketer has the same machines: the expertise you bring, the outcomes you own, the decisions you make and the business language you speak.
• The Fight for Relevance. How to handle the headcount conversation, and how to prove your value when your best work has become invisible.
• The New Marketing Job. How to become the marketer who designs and governs the agents, and how to build real experience when the old apprenticeship is gone.

Every chapter ends with a tool you can use this week, including:

• The Replacement Test, to find the work that no longer needs you
• The Decision Audit, to see how much of your week is real decisions
• The Name-on-the-Line Test, for anything an agent produces on your behalf
• The Three-Column Role Case, to write the case for your own role before someone else does
• The Proof File, to show your value when nobody can see the work
• The Human-Agent Contract and the Reasoning Audit, to design agents with a named person on every gate

It's also hands-on. The appendices walk through six agent workflows built in n8n and Make.com, with the human approval gates marked, plus short Python scripts you can run on your own computer, including one that uses a local AI model so customer data never leaves your laptop. Written for mid-level and senior marketers who can see agents doing their work, CMOs and marketing leaders who will have to defend headcount and redesign teams, founders deciding what kind of marketer they actually need, and early-career marketers wondering where they'll learn the craft. From the author of Built to Compound and Beyond Discoverability.

Dettagli dell'edizione

• Editore: Sudheer Kiran
• Data di pubblicazione: 2026
• Lingua: Inglese
• ISBN 10: 9334536748
• ISBN 13: 9789334536744
• Rilegatura: Copertina flessibile
• Numero di pagine: 182
• Contatto del produttore: Printed by Amazon on behalf of the author; https://www.amazon.it/hz/contact-us; ; c/o Amazon Media EU S.à.r.l., 38 Avenue John F. Kennedy; Luxembourg; L-1855; Lussemburgo