Join us as we discuss the AI-native marketing organization of the future. Lena led marketing at Notion, Grammarly, & DocuSign. At Notion, she was CMO during the company’s AI product transition. She guided the shift from product-led growth to enterprise expansion while the company deepened its position in AI-powered work. At Grammarly, she oversaw marketing as the writing assistant added AI features. At DocuSign, she managed enterprise go-to-market strategy. Today, Lena advises startups & later-stage companies rethinking growth in an AI-driven world. She has some of the most forward-thinking ideas about the future of marketing in the AI era. The pattern she’s seen across dozens of marketing leaders: most companies adopted AI tactically without redesigning their marketing operations around it.
00:00 Welcome to Office Hours
00:41 Meet Lena Waters
01:11 AI Transformation as Debt
02:24 Headcount and AI Washing
03:30 From Efficiency to Strategy
04:44 Websites vs Agent Architecture
07:10 Agent Driven Buyer Journey
09:40 Marketers Minimum Playbook
13:05 Behavior and Liability Shifts
16:09 Rebuilding Marketing Org
17:38 Does Brand Still Matter
19:02 Key Takeaways and Wrap