Marketing leadership is a decision-making function. Either marketing has a seat at the table where commercial decisions get made, or it has a room down the hall where it builds content calendars.Reyes Brusola · The Agentic CMO
Reyes Brusola
Marketing Director · The Agentic CMOI’ve spent most of my career in agencies and in-house marketing teams. Building strategies, managing budgets, leading teams, launching campaigns, and defending decisions in front of committees and boards.
That experience is what brought me here.
A few months ago, I started rebuilding the marketing function from the ground up, with AI at the core. Not just as a content engine, but as a system of agents that can research markets and companies, analyse competitors, shape positioning, build value propositions, and surface insights within a single, connected framework.
The Agentic CMO is my space to think out loud about marketing, artificial intelligence, and the evolution of the CMO role. A blog where marketing is explored as a business function, not a communications function.
Marketing is a decision problem. Not a creative one.
Most marketing teams are not short on ideas or execution. They are short on a clear answer to one question: what does this move the number on, and by how much?
I have worked in small and big teams, local and multinational, across six industries and sixteen markets. The pattern is the same everywhere: the work that actually moved the number was never the one that looked most impressive in the brief.
Good marketing is mostly about making choices. Deciding what you say, what you measure, and what you stop doing. Deciding is harder than producing. And it is what I like spending most of my time on.
Did you know that I also founded my own start-up? It was an online aggregator for flash sales. I was not successful, but it is where I learnt the most. And where I learnt the biggest lesson of my career: marketing expenditure without impact on business results is not marketing.
Built inside real organisations, not from the outside.
One analysis a week. No frameworks borrowed from a deck.
Most of what is published about B2B marketing leadership falls into three categories: generic frameworks that fail upon contact with a real organisation, retrospective case studies that omit the messy parts, or AI-generated filler with zero real-world experience behind it.
Every week, you get one deep dive. A real problem, a sharp argument, and an actionable decision. No generic roundups, no superficial lists, no empty thought leadership.
Whether for a CEO trying to understand what a marketing team should actually be doing, or a CMO looking for a strategic second opinion, this is for that purpose.
No frameworks. No case studies with the difficult parts removed.
No personal storytelling or vulnerable moments designed to build connection.
No naming companies or individuals. Everything here is from experience: the specifics are mine, the context is kept anonymous.
No data without a verifiable source. If something cannot be substantiated, it does not go in.
No generic corporate marketing. If I write about it, it is because I have experienced it. Even if I am wrong.
The blog is free. The conversation starts when something here matters.
If you are a CEO
Start with the posts on what marketing should actually deliver, and what to ask your team when you are not sure the work is going in the right direction.
If you are a CMO or senior marketing director
Read the posts on AI applied to marketing: what is actually working, what is noise, and how to introduce it inside a real team without burning credibility.
If you want to talk
If you want to talk through a specific challenge, a positioning problem, a team structure question, a GTM decision, that is what Let's Talk is for.
Let's Talk →