Michael Brenner

85% of employees are saving time with AI. But ~40% of that time is being spent fixing AI’s work. 😬 Only 14% say they’re seeing real ROI.

That’s not an AI problem. It’s a leadership problem. @Workday new Davos research shows what the best teams are doing differently 👇

workday.com/en-us/perspect…

#ParadoxOfAI #FutureOfWork #AI #Leadership

3 different people sent this article to me last week.

Apparently I've been yelling into the void for more than 10 years.

The subhead:

"A handful of new job postings tie thought leadership to revenue instead of article counts."

That is so 2008.

Then the article swings all the way back around to

"Thought Leadership is measured on win rates, deal velocity, and average sales price."

OK. How?

People don't read articles and then go buy $1M in enterprise software.

Thought leadership educates buyers. It helps them understand a problem, see how to solve it. This starts the process of earning trust, which must be repeated over and over again.

That influence can and should be measured. But attribution over a typical 12-18 month sales cycle is complicated.

You have to connect content consumption know known accounts, and pipeline progression, win rates and deal velocity over time.

I published The Content Formula in 2015. My best advice then is the same as now. The single best way to improve Marketing ROI:

STOP DOING MARKETING THAT DOESN'T WORK

So let's stop with superficial content that doesn't help anyone. Start with helping your audience! Measure from there.

AI Risk Is About Supervision, Not Speed workday.com/en-us/perspect…

The Copy/Paste Economy: How The AI Productivity Tax Slows Your Best People workday.com/en-us/perspect…

w/ @leighelena @jonerp @rwang0 @KyleLagunas @gabemonroy

Thanks to @gabemonroy for sharing how to put probabilistic systems on deterministic rails and make AI truly enterprise-ready.

Lawful AI in the Wild West of Enterprise Tech workday.com/en-us/perspect…