4 Strategic Bets Every CMO Should Make in 2026

#40 - The landscape isn't just shifting — it's splitting. Buyers are choosing vendors before they ever talk to sales. AI is rewriting the rules faster than most of us can keep up. And budgets? Still flat.

So instead of adding more to the list, I asked myself: if I could only make four strategic bets this year — four investments of my time, energy, and resources — what would they be?

In this solo episode, I'm walking you through the 4 bets I'm making in 2026 as both a fractional CMO and the founder of Growth Activated. Each one is backed by data, grounded in what I'm seeing with clients, and designed to compound — where one investment feeds the next.

What you'll walk away with: 

• A visibility + trust filter to pressure-test your own channel strategy 
• Why I'm shifting from audio-first to YouTube-first podcasting 
• The operational readiness gap that's causing 60% of AI projects to fail 
• Why your personal learning speed may be your biggest leadership advantage right now 
• The thread that ties all four bets into a system (and why it matters more than any single bet)

Chapters: 

• (00:00) Why Strategic Bets Over Trend Chasing 
• (03:23) Bet 1: The Visibility + Trust Filter 
• (15:13) Bet 2: Optimize for the Human Experience 
• (19:21) Bet 3: Invest in Operational Readiness 
• (26:17) Bet 4: Speed as a Leadership Advantage 
• (30:21) The Thread That Ties It All Together

If this episode resonated, I'd love to hear which bet landed most — send me a message on LinkedIn.

🎯 Join the CMO Operating System waitlist → growthactivated.com

Related episodes mentioned: 

• AI Hackathon in Wales: Episode 39
• Community-Led Strategy with Ridhi Singh: Episode 38 
• Employee Advocacy with Gabe Lullo: Episode 37
• LLM Optimization & Search Everywhere: Episode 22

Growth Activated is hosted by Mandy Walker — a fractional CMO with 15 years of marketing leadership experience helping B2B marketing leaders elevate their strategies, lead with confidence, and build careers they love.

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Transcript

00:00

Welcome to Growth Activated.  I'm Mandy Walker, your host with 15 years of experience leading marketing teams ranging from small startups to large service organizations.  I've built high performing teams of all sizes and have seen firsthand how fast the landscape is evolving,  making marketing leadership more complex than ever.  Today, I help marketing leaders elevate their strategies,  lead with confidence and build careers they love.  If you're ready to drive

00:29

and unlock growth for yourself and your company, you're in the right place.  Let's get started.  If you've been feeling the pressure to be everywhere,  do everything and somehow make it all work with the same budget and half the clarity, this episode is the conversation I wish more marketing leaders would be having out loud. Hey everyone, welcome back to Growth Activated. I'm your host, Mandy Walker, and today we're going to be talking about something I do at the start of every year. So each January,

00:58

I forced myself to answer one question honestly. Where am I placing my actual bets with my time, my energy, my resources, my team? And do those bets still make sense given where the landscape is heading? And this year, that question felt more important than usual because the landscape isn't just shifting, it's splitting. The way buyers find us is changing. AI is rewriting the rules faster than most of us can keep up. Our budgets are flat.

01:28

and nearly 60 % of CMOs say it's not enough. And yet we're being asked to do more, drive more pipeline, prove more ROI, adopt AI faster, show up on more channels. So instead of adding more to the list, I did something different. I asked if I could only make four bets this year, four strategic investments of my time, energy, and resources, what would they be? What are the bets where the returns compound, where one investment feeds the next?

01:59

So that's this episode, four bets, not trends, not predictions. These are the strategic decisions I'm actually making in my business in 2026 as both a fractional CMO and someone building a coaching platform for marketing leaders. I'm going to walk you through each one, why I believe in it, the data behind it, and what I'm specifically doing about it. So here's the preview. Bet one, I'm only investing in channels that pass one specific filter.

02:27

and I'll walk you through what it is and how I'm using it. Bet two, I'm going all in on human experiences because in the world of infinite AI content, real connection is becoming the scarcest resource. Bet three, I'm betting that operational readiness, not AI tools, is what separates the CMOs who thrive from the ones who spin.  And bet four, I'm treating my own speed of learning as a leadership advantage.

02:54

because the data on what happens to the leaders who move fast versus the ones who wait, the gap is bigger than I expected.  And at the end, I'll share the thread that ties all four together and why I think it's the most important strategic conversations CMOs should be having right now. Let's get into it. Okay,  so bet number one is something that's been on my mind for a while and that I've been sort of ideating around. And that's this idea to prioritize strategies that build both visibility

03:23

and trust together in the same strategy, in the same channel. So  in terms of why I feel like this matters and why it's been something that's been on my mind  is not only  does it feel like we are constantly being charged to do more with less in our marketing organizations, but I'm also a fractional CMO that is a solopreneur with limited time.

03:48

And so I've been really forced to focus my time and my energy and make investments in what is going to have the most compounded effect. And if those two things alone weren't enough to require my sharp focus and prioritization, which I would even argue that they are, the buyer journey has also fundamentally changed and our marketing strategies need to catch up. So something I thought was really interesting is that

04:15

95 % of winning vendors within B2B are already on the buyer's day one shortlist. 80 % of the deals won  are the pre-contacts favorite. So if you're not known and trusted before the evaluation starts or even the sales process starts, you've already lost in most cases. And that to me is fascinating. And the other thing that's  just sort of another important stat to underscore that is that

04:44

61 % of the buyer's journey happens before the first seller contact and 70 % happens in channels we can't even track as marketers. So think Slack groups, communities, AI search, peer conversations. And so it's more important than ever in my opinion, that we are thinking about both visibility  and trust. So when we take a step back and we think about, okay, well,

05:10

Mandy, aren't all strategies and channels accomplishing both visibility and trust today? And  if that's something you're thinking, that's not true. When you think about some channels that might be visibility only and not necessarily establishing trust with your audience,  think about paid advertising, whether it's Google search or whether it's on paid social or LinkedIn. Think about  SEO driven content.

05:35

So those how-to blogs, and  a lot of us maybe aren't doing pure SEO content anymore as we're shifting to AI search optimized content,  but still, it's not necessarily content that's building trust. It's content that's built to build visibility, right?  But on the flip side, when you think about channels or strategies that might only be building trust and not necessarily be building visibility, a great example of this is actually an audio-only podcast.

06:05

like growth activated. is part of what  I've been thinking about. I've learned a lot about how Apple and Spotify aren't necessarily great for searchability and discoverability, whereas YouTube accomplishes both. It's a search engine as well as building trust. Email newsletters,  great at building trust,  not great at building visibility.

06:30

You could also argue that gated white papers are a great example of this because they build trust, but they're not necessarily driving a ton of visibility. It's the other channels that you are getting people to the white papers that are building the visibility. So when I personally think about where I should be spending my time for not only growth activated and the sake of building growth activated, but also making sure that my clients are taking advantage of strategies that accomplish both of these.

06:57

There's three things that I'm really leaning into this year, and maybe they're obvious and you are too,  but maybe you haven't necessarily thought about it from the perspective of achieving both visibility and trust in the same strategy. So the first pick, and certainly something that's probably on a lot of your lists is LLM optimization. So 89 % of B2B buyers are now using AI as a research tool, which is three times the consumer rate.

07:27

And that's according to Forester. So not only are the majority of our  buyers leveraging the LLMs in some way to do their research, but  LLM  visitors actually convert at 4.4 times the rate of traditional organic. And so to me, that screams that people who find us in the LLMs,  they've already learned to trust and find our brand credible.

07:55

And that's why they are more willing to convert at 400 % versus organic traffic that's just searching. So if you don't already have your team focused on LLM optimization, I would certainly  start now. If you're like me and most of my clients have evolved their SEO resources and teams into  focusing on AI search as a whole, just keep in mind that

08:24

if those team members aren't upskilling and learning and um in the pursuit of understanding how the LLMs optimize content because it is different than just pure SEO and even AI search.  When you think about the AI search that shows up in the boxes, we've had a lot of experts come on and talk about this.  We're gonna have more experts come on this year and continue talking about it as we learn more and more about the algorithm.

08:49

And of course, the algorithm is constantly changing in terms of what it's prioritizing as well. You probably remember Wikipedia used to be incredibly important months ago.  now Wikipedia as a source is dropping in terms of its relevance and importance. So it is something that is constantly evolving.  And what I would challenge you to think about and what I'm challenging myself to think about is, I have the right team in place?

09:15

that is on top of these changes and eager to learn and test and experiment? Or do you have someone in place that feels they know how traditional search works  and they're going to be slow to change and to adopt? So just something to think about. It's something I'm actively thinking about and pushing, pushing my teams to think about in terms of growth activated, because I am not an LLM optimization expert,  this will be out of the three channels. This will probably be

09:45

my  third pick in terms of prioritization and I will honestly, I'll build an LLM optimization agent to start to help get me started  and will evolve into investing  in resources in the upcoming year. The second investment I'm going all in on within the trust and visibility bet, strategic bet  is a YouTube first podcast.

10:10

And this is something that hits close to home for me.  So as of late, I've been doing a lot of research  in terms of how  some of the world-class or best in class podcasts grow and  been consuming information and learning what I can. Now that we just hit the one year anniversary of growth activated, which is exciting,  but all of the research is pointing to YouTube as eclipsing Apple and Spotify and becoming the number one place where people listen to podcasts.

10:39

which to me is really interesting.  But when you pair that with the fact that YouTube is also essentially a search algorithm and therefore you're much more discoverable on YouTube, you're really not only building trust, but  you have such a greater opportunity to be discoverable and searchable for new visitors. And on top of that, video podcasts get up to 47 % higher engagement than audio-only podcasts.

11:07

and grow two to three times faster. And if engagement alone wasn't important enough, 51 % of B2B buyers are now using YouTube to research purchases and 72 % say video influences their shortlist. So our buyers are actively going to YouTube. They're there. And if we're not there, not only are we losing an opportunity to build trust and credibility with them, but we're losing the opportunity to be in the conversation.

11:37

and to be discoverable and searchable. And so if this is something that lands with you, if you've been evaluating your own content engine and are finding that maybe a blog is not enough,  or maybe you don't have a content engine in place,  or maybe like me, you've invested primarily in an audio first podcast, uh even when you think about getting your execs on other podcasts, if speaking engagements has been one of your core strategies.

12:05

consider going after or prioritizing channels that invest in a video first platform like YouTube. So  I'm coaching a few clients right now that do have audio only podcasts. And we've really talked about shifting to video  and making YouTube their primary content engine, because then of course you can distribute the content out across the audio only podcasts, but it is an increased level of effort and energy to do video podcasting.

12:34

So I'm not here to say that it's an easy switch, but it is one that I am personally invested in making both for growth activated  and recommending it to my clients whenever podcast is the right strategy for them. And third on this list, and probably not a surprise for those of you that know me,  but LinkedIn personal branding  is something that I am doubling down on this year and I'm encouraging my clients to do the same. And so.

13:00

LinkedIn, of course, you can find and connect with new buyers. They are able to discover you and search for you,  but it also builds a ton of trust and credibility with executives.  so  75 % of executives explored products they weren't even considering after engaging with thought leadership on LinkedIn. And 60 % are willing to pay a premium for those services.  And we've heard

13:28

from a lot of different guests over the past couple of months between Gabe Lulow  and Eric from Hatch. I'll link to those episodes if you wanna go check them out. The power of branding  on LinkedIn and how much pipeline it is driving for both of them. So for me personally, this continues to be my top channel and I'm committed to going all in with it, whether it is posting consistently,  engaging with others, leveraging in-mails for outreach.

13:57

and seeing what it  truly yields with my audience. And for clients, executive branding on LinkedIn is something that I talk to my clients about more often.  And my teams are actively enabling and training sales to leverage LinkedIn beyond just the messaging and sales navigator tools that they're used to. So we are leveraging this. Of course, it depends on  how bought in the execs are around you.

14:23

but I am using myself to lead by example and hopefully build and show what's possible. So whether these are the right three channels or strategies for you heading into 2026, only you can answer that.  But what I would encourage you to think about is looking and evaluating your strategies through this trust and visibility filter and seeing,  you going after strategies that are gonna compound?

14:47

and work double time for you. Are you adopting and evolving to where the buyer, how the buyer's journey is changing today? And are you making sure that you are in the places where your buyers are at having conversations  before they've even reached out to you? So I'll leave you with that, but that is my strategic bet. Number one  is making sure I go all in on strategies that accomplish both visibility and trust.

15:13

The second bet I'm making is optimizing for the human experience. And of course,  this is more important now than ever. We've been talking about this, but every company can now produce infinite content. And so what can't be scaled or faked is the experience of being in the room with people, solving real problems together. Now, as we've talked about on prior episodes, Clay is doing such a phenomenal job with this. It's really incredible.

15:41

But we know, I think we can collectively say as marketing leaders, that a lot of decisions and trust about our brands are being made in rooms with others. So whether it's Slack channels, events, communities, and as a result, marketing leaders are starting to increase their investment in the human experience. So a few things that are happening actively right now is that small in-person events are growing by 34 % year over year.

16:10

whereas large events are dropping by 12 % year over year. So there's definitely a shift towards more intimate and intentional events and gatherings. But in terms of ROI, companies with strong communities are growing over 200 % faster and see a 46 % higher lifetime value than companies without communities. So if you're interested in communities and events,

16:35

definitely check out the conversation I did recently with Reedy where we talked about whether a community led strategy would be a right fit for you and your company. But whether it's a community or events or Slack channels, doubling down on the human experience is definitely important. And so what this looks like for me with clients, I am doubling down on this human experience and really

17:00

these micro type events. And so I'm really encouraging a lot of my clients to go all in on  regional events when there is a geo based sales setup.  And so when you think regional events, I'm thinking  meetups, small conferences, small gatherings, things like that. How do we not only show up and attend, but in the right places sponsor and get in front of

17:25

those really targeted niche audiences. And then the other type of event we're really investing in this year is hosted events. So think dinners, fun outings, how are we bringing a mix of our current clients or late stage prospects together with early stage prospects or people who don't even know us yet? And how are we bringing those audiences and those peers together to have really meaningful conversations in the room and be a part of that?

17:53

So events is personally where I'm doubling down with my clients.  And then the human experience is just something that is constantly on my mind as it relates to growth activated. And so even  being able to do one-on-one conversations with people who message me on LinkedIn and asked to set up time and pick my brain or responding and engaging to one-on-one emails from some of you that reach out in the community and ask me questions or  let me know how you're feeling about the podcast or what you'd like to see next.

18:22

I'm really trying to prioritize the human element of my persona and my brand and invest in those conversations, even if I'm not to the point yet where hosting events or masterminds fuels within reach at the moment. So regardless of what the right strategy is for you within building the human experience, just remember as AI makes content infinite, human attention becomes finite and precious. And so I would encourage you to pick.

18:52

at least one, maybe even two human experience formats that match your business and do them exceptionally well. And if you're looking for some inspiration, again, I would really recommend going to check out Clay  or giving a listen to the community led podcast that Rittie and I just talked about a few weeks ago. Okay. So bet number three,  I am investing and doubling down on operational readiness within both the organizations that I serve as a CMO.

19:21

and my own business. And so if we step back and maybe if you haven't necessarily heard the term operational readiness or  you've heard it, but you don't necessarily know what it fully entails. Operational readiness is essentially the state of being fully prepared to launch and sustain a new system,  asset or process, ensuring it can operate safely, efficiently and effectively from day one. And so how often do we

19:49

launch programs and we don't really think about the long-term impact or we buy technology and we don't actually think about, shoot, who's going to own and manage and leverage this technology.  Or we invest in paid ads, but we don't actually think about AB testing and experimenting and putting a system in a process around actually managing  these tactics and these strategies and these campaigns. And so to me,  feel as though, and  something I've been beating the drum about since the beginning,

20:19

is that most marketing teams already don't have great operating systems in place. I think it's why we're so reactive.  We don't necessarily all ladder up to core goals and focuses.  We have a hard time prioritizing our efforts. And now we're layering AI on top of either  not having existing systems and workflows  or

20:43

having broken systems and workflows, and we're starting to automate these broken systems and workflows. And so we're essentially just amplifying what was already broken  to start with. And we're actually seeing this through  teams and companies who are abandoning certain AI projects and realizing that it's just harder for them  to go after it than they thought. Gartner predicts that 60 % of AI projects will be abandoned through 2026 when unsupported by AI ready processes.

21:14

And on the flip side, what McKinsey is showing is that workflow redesign is the number one predictor of AI success out of over 25 attributes. And high performance are three times more likely to have redesigned workflows versus layering AI on top. And so what I'm not saying that we need to have is every  SOP perfectly documented before you try AI or having rigid processes that you can't evolve or

21:43

or waiting till everything is quote unquote ready, because it will never be. And I find a lot of marketing leaders fall into that trap as well, is that we feel like we have to have all these things figured out before we can layer on and test with AI. But what we do need to do is be very clear about our strategic priorities and goals. We do need to have really strong clarity about how work flows through your organization,  even if it's imperfect.

22:12

So do you know how your campaigns are moving from strategy to execution? Can you map the handoffs? Does your team have really clear roles and responsibilities and do they know how to work together? Or do you constantly have bottlenecks and work getting stuck, right?  If you can't describe what's happening, AI cannot improve it. And if anything, it'll make it.

22:37

more confusing for your team. So AI is totally a shiny thing. It can help us execute faster,  but it cannot tell us what to execute on without strategic clarity. And something else to consider in terms of operational readiness that is honestly a huge factor, if not one of the biggest factors with some of the organizations I work with, but really considering your team and your organization's capacity and ability to absorb change.

23:04

So when you roll out new things or your teams roll out new things,  is the organization actually adopting and implementing those changes? What about your own team? Is your own team adaptable and flexible to change? Can they absorb new ways of working? Do you have a plan to invest and help them adapt to these new ways of change? Do you have a change management program? So the key thing here is that AI as

23:31

As so many of us who are experimenting know, it can be really powerful, but it can also make things a lot more messy. And so when you have, think about having everyone on your team experimenting with AI, they're using different documentation. They're referring to different  brand standards, or maybe you don't have brand standards or a brand voice or some of this core documentation  that should be keeping the output aligned  and top notch, right?

24:00

And so I personally think operational readiness is a huge pain point. I think this has always been a problem for a lot of marketing teams. And now with the acceleration and the adoption of AI, I just think it's getting worse. So what am I doing about it? Well, for clients, I am specifically  adding and auditing  operational and organizational readiness as a part of every strategy, plan and initiative.

24:28

that we consider. So even just thinking about it, asking yourself those questions around is the organization or is my team  ready to embrace this strategy or this tactic or this workflow? Do we have what we need in place in order for this initiative to be successful? That honestly is not a question I had been asking myself with everything I was doing.  And that is something I'm going to start doing with clients in terms of for growth activated.

24:57

This is where I'm placing one of my biggest bets. It's where I'm building a product. The big product I'm building and launching this year is a CMO operating system. And I really believe that you can be a brilliant brand leader. You can be a brilliant demand gen leader.  But where I see so many CMOs really struggle is that they don't have a solid operating system in which they approach their work and in which their team approaches their work.

25:24

And it's the operating system I wish I had when I first stepped into the CMO seat. So this is something that I am doubling down on product wise and also with my clients. The second thing I'm doing for my own business as a solopreneur is I'm documenting as many of my workflows and standard operating procedures as I can. And I'm doing this with the hopes that I'll be able to expand the resources on my team at some point in the near future.

25:51

And I know that before I can even outsource anything, I need to know what the proper workflow is, how it fits into the overarching strategy,  what the documentation is that's going to be needed in order for a new hire or a new resource to be successful. So that's personally how I am preparing and investing in this idea of operational readiness. And the fourth and last bet I'm making this year.

26:17

is that speed will become a leadership advantage. We're already  seeing this  and  we all can agree that AI is speeding things up. It speeds up our work. Now the quality and the output is up for discussion.  Of course, if you think about operational readiness, that's where operational readiness comes in. If you've  got everything really clearly documented and outlined and you know exactly what your goals are and your priorities and you're feeding the system with the right things.

26:46

It can be really powerful, but regardless, the CMOs that are AI forward, that are really adopting and leveraging AI are going to beat the rest of us who don't on speed alone. And I  am doubling down personally on this bet. I believe this to my core. I'm starting to see it  and I don't want to be left behind. And the data is already proving that AI forward leaders are seeing

27:15

nearly 200 % revenue growth, it's 170 % to be exact. They're seeing over 3.6 times shareholder return versus people who are lagging on their use and leverage of AI. And since 2022 through now, companies that are highly mature and how they are leveraging AI are growing 4.7 times faster year over year.

27:41

than the companies who are least mature in AI. And to wrap this part up, the number one predictor of organizational AI success is the senior leadership ownership. So if we as the CMO aren't fluent, our organizations won't be either. And so this is personal.

28:02

Our own learning velocity is directly impacting our organization's adoption curve to AI. So I'm personally taking this very seriously. If you had a chance to listen to my AI hackathon in Wales episode last week, I would highly recommend checking it out if you haven't, but I'm, I'm diving in. am going all in on learning about agents and workflows and agentic teams, because I understand that that's where the best in class marketing leaders are using and tapping into AI.

28:31

And so I'm building my own AI learning plan and setting aside time each week to really focus and continue to  sharpen my AI skills. I'm bringing on more AI forward guests for myself to learn from and for each of us to learn from. And for my clients, I am tapping into what I'm learning on my own,  uh, where I can, of course, clients have AI policies. Not every client is the same in terms of what you can or can't do.

29:00

the enterprise tools that they have available, but I am doing my best to make sure that I am leveraging within my control. I am leveraging AI for CMO level activities and bringing my team alongside of me to make sure that they know how I'm leveraging it. So I'm already thinking about doing an episode in the upcoming weeks about some of my favorite ways I'm leveraging.

29:23

AI as a CMO outside of all of the exploring and testing I'm doing for Growth Activated. And I'll make sure to bring you guys along on that journey. But I think the biggest takeaway from this section is that the divide that is being created right now between teams is not big teams versus small. It's fast teams versus slow teams. And speed without systems is chaos. And systems without speed is stagnation.

29:52

So really we need both. We need strategic bet number three and we need strategic bet number four and we need them working together. And so this really wraps up the four major areas of strategic bets and investment I am focused on this year and doubling down on. And I'm not gonna lie, I almost made a fifth bet  on investing in brand as its own standalone because the data does support it. The pendulum is shifting back to brand from demand.

30:21

or at least getting somewhere in the middle. But the reality is, is that our first two bets point to the importance of brand. When you think about trust and credibility and making sure that we do that in tandem with visibility, that is building your brand. That is making sure you have a strong brand show up in the places and you're not just thinking about visibility. The idea of the human experience and running

30:47

events or building a community or slack channels or masterminds. That's  all about building brand as well and getting in front of your audience.  So I didn't feel the need to call out or create a fifth just for the purpose of it, but I will share that the importance of brand is making a comeback  and continuing to get stronger and stronger. And so as we close out this episode, I want you to step back and think about these four bets being tied into a system.

31:15

They're not four separate strategies. They all sync together. So while visibility and trust channels build the brand awareness that make you the pre-contacts favorite, the human experience then builds the deep trust that digital channels can't replicate on their own. And operational readiness or bet three  gives you the foundation to actually execute on all of this consistently with quality, without burning out.

31:44

yourself or your team and speed that number four compounds your advantages quarter over quarter. So the faster you learn and adapt, the wider your lead and all of this to say, this is why I'm investing in creating the CMO operating system and why I'm investing in these strategic bets with my clients and not because systems are exciting, but because systems are what connect.

32:09

our bets into something that actually compounds. And so I'll be sharing more on that soon. If you're interested and I've caught your attention,  please do go fill out the waitlist for the CMO operating system. If you go to growthactivated.com, you'll find a tab where you can sign up. And ultimately, I don't know if all four of these bets will pay off exactly how I expect, but I'd rather make intentional bets than react to whatever's loudest.

32:34

And I would really encourage you to take the time to think about your own strategic bets and your own point of view for where you're doubling down on this year in order to be successful in your role and to help your business and your team be successful. And with that, I'll see you next time.  Thanks so much for tuning into this episode of Growth Activated.  I hope this conversation sparked new ideas,  challenged your thinking, and gave you practical tools to help elevate your impact as a marketing leader.

33:02

If it did, I would love for you to pass it along to a friend or a colleague in B2B marketing.  The more we grow together, the more we raise the bar for what marketing leadership can look like.  And as always, in the meantime, keep activating growth for yourself and your company.  See you next time.