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Each week we bring to you a discussion on the latest trends in digital marketing and how you can actually implement these strategies into your organization.
Each week we bring to you a discussion on the latest trends in digital marketing and how you can actually implement these strategies into your organization.
Welcome to a deep dive into the new world of CMOs, transformation in marketing, the rise of AI, and thoughts on mentorship and growth from Lindsey Scheftic, founder of CMO Sidekick. This post is inspired by her conversation on the NTM Growth Marketing podcast, and unpacks everything from what a “CMO Sidekick” really is, to how AI is being woven into marketing strategies right now.
If you’re a CMO, a senior marketer, or just someone curious about what’s changing in modern marketing, you’re in the right place.
“CMO Sidekick” isn’t just a catchy name; it’s a new kind of partner that many marketing leaders find themselves craving.
“A CMO Sidekick is whatever you want it to be. It’s your partner in crime, your sounding board – someone who helps you fill all those tasks you need done.”
Being a CMO today is no simple feat. The role has gotten massive—there’s growth, there’s brand, there’s efficiency, there’s AI, automation… the list goes on and on. The reality: one person just can’t get it all done, not without burning out (or bending time).
Lindsey’s inspiration for her company came directly from her own experience in CMO roles:
She saw an opportunity: be the extension of a CMO’s brain, someone who could slot in wherever needed, tackle more senior or strategic tasks, and just give them a little “superpower boost”—a true sidekick.
When Lindsey started out, the CMO job was more focused on brand—making sure people loved and trusted the company, reading the health of the brand, checking in regularly on how it was performing.
Think: Brand managers at Red Bull spending days obsessed with “brand health.”
But over the past five years? Big shift.
A timeline graphic: Classic Brand Role (2000s), Growth & Performance (mid-2010s), Tech/AI Expansion (late 2010s+).
“The role has expanded. There are so many pockets of expertise a CMO needs—brand, growth, AI, retail, creative, email. Ten years ago, it was way, way simpler.”
How do you not just survive these changes, but actually stay ahead? Lindsey’s approach has always been that of an early adopter—learn what’s next before everyone else does.
A split-screen showing early 2000s “traditional” marketing and “Web 1.0” websites and social media feeds from 2006.
Along the way, she made a point to learn:
“Today, it’s this mix of all of my experiences that gives me the confidence to help different companies—not just stick to one job forever.”
In 2023, Lindsey’s focus is on blending all those experiences: understanding both the tech and the storytelling, and figuring out which levers are the right ones to pull in any moment.
She’s also dedicated serious time to understanding AI—learning what will actually change the industry, what’s hype, and how to realistically bring those improvements to her own and her clients’ work.
2023 was the year AI went from a “maybe one day” to “oh, this is here for real.” When ChatGPT broke into the mainstream, white collar workers (marketers included) started asking: Is my job next?
But Lindsey’s take is more grounded:
“I don’t think ChatGPT or tools like it will replace creativity. That’s something the human brain brings. Where it helps is speeding up the process, not removing the need for people.”
Comic strip: Marketer nervously Googling “Will AI take my job?” as a friendly robot offers them a coffee and a seat at the table.
A lot of early talk was “AI will replace copywriters.” Lindsey’s experience is that it’s much more about support and acceleration:
Lindsey doesn’t just talk about theory – she uses AI tools every day. Here’s how she works smarter, not harder:
Screenshot mockup: Read AI dashboard showing meeting engagement analytics.
“You don’t have to wait for weeks or months for final reports. Now you get instant, actionable answers on your market and your audience.”
A huge challenge for companies today: not just using AI, but choosing where to start.
She consults with organizations to:
“For most companies right now, integrating basic AI for manual tasks is the quickest win. But you have to know what to prioritize in the sea of options.”
Marketing is moving faster than ever, so finding the right mentors and inspiration matters a ton.
Lindsey’s story is a blend of learning from industry icons and the actual people she’s worked with:
“Whenever I’m facing a new shift, a new role, a new company, I call my mentors. You need those people you can talk to, who see around corners you haven’t rounded yet.”
A good mentor:
“I pull my inspiration from those around me who drive progressiveness in the marketing space. You look for people and companies willing to do what others aren’t—who pioneer new ways.”
The role of the CMO will keep changing. There will always be new tools, new expectations, new channels, and (let’s be real) new headaches.
But as Lindsey’s story shows, being successful doesn’t mean mastering every trend instantly. It means being curious, staying willing to learn, and surrounding yourself with people—even if just a “sidekick”—who can help you see what’s next.
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