This episode of the OnBase Podcast dives headfirst into the seismic shifts transforming the marketing landscape. Host Paul Gibson sits down with Fiona Shepherd to discuss the "change imperative", the urgent need for marketing leaders to reinvent their strategies, structures, and mindsets for 2026 and beyond. This isn't just another conversation about AI; it's a strategic look at how generative AI, shifting buyer behaviors, and new organizational models demand a complete overhaul of the go-to-market playbook.

Fiona makes a powerful case for bravery, collaboration, and a renewed focus on revenue. She explains why the traditional funnel is broken, why sales and marketing must finally achieve true alignment, and how to retrain your entire organization to thrive in this new world. This episode is your guide to navigating the chaos and leading your team with confidence.

Key takeaways

• Marketing is a profit center

Stop thinking of marketing as a cost. It is the lifeblood of the organization, driving revenue, reputation, and growth. Invest in it, especially in turbulent times.

• The funnel is dead

The buyer journey is no longer linear. With over 60% of searches satisfied by generative AI, you have to find new ways to be present in the 80% of the buying process that happens outside your direct influence.

• Embrace the change imperative

The current level of change is a true inflection point. Businesses that are brave enough to embrace it and adopt new technologies like agentic AI are already pulling ahead. Those who wait will be left behind.

• Reskill your entire organization

The biggest imperative is to take your people on the journey. From the C-suite to the front lines, everyone needs to be retrained and made comfortable with AI to be the human control layer that ensures trust and fairness.

• Sales and marketing alignment is no longer optional

AI and new buyer behaviors make a unified GTM motion mandatory. Organizations must restructure to ensure sales and marketing work as one cohesive team, armed with the same insights and goals.

Quotes

"We are not a cost center. Marketing is a profit center. It drives revenue, reputation, and brand. It is the very center and core of how a business operates."

Resource recommendations

Podcast:

• The Diary of a CEO by Steven Bartlett.

TV shows:

• Ted Lasso on Apple TV+.

Shout-outs

• Kate Mackie - Global Marketing Leader at EY
• Joel Harrison - Founder,Director,Ambassador at B2B Marketing

About the Guest

As Head of Agency Services Europe, Marketbridge, Fiona is embracing the opportunity to establish Marketbridge in this critical Region. She leads an incredible Leadership team focused on organic expansion, acquisitions, innovation, strategic partnerships, and operational excellence. A proven leader in expanding global markets with 25+ years of experience, Fiona excels at building high-performing teams, deepening executive client relationships, and evolving service portfolios to meet changing enterprise needs. Fiona plays a pivotal role in securing material growth across the region, forging partnerships that deliver lasting impact.

Connect with Fiona.