01 / THE IMPERATIVE

Marketing is at an
inflection point.

Futurists are saying that there will be more change
in the next 10 years than the previous 100.

THE IMPERATIVE

02 / THE OPPORTUNITY

AI creates three opportunities
for marketing value.

01

Improve
existing work

Make familiar work faster, better,
and more efficient.

02

Unlock
new capabilities

Achieve ambitions that
have been out of reach.

03

Pioneer
new experiences

Explore possibilities we
haven’t yet imagined.

ECONOMIC LEVERS ACROSS ALL THREE

Grow revenue Reduce costs Increase productive capacity

03 / THE CHALLENGE

Promising capabilities are the starting point.
The challenge is realizing the benefit.

95%

of organizations were getting zero return from GenAI.

Project NANDA · The GenAI Divide, 2025

04 / MY APPROACH

Build the foundations
that turn AI into value.

01

Governance

Clear decisions.
Responsible progress.

Transparent intake and priorities
Named owners and decision rights
Controls to scale or stop

02

Enablement

Confident marketers.
Better ways of working.

Approved capability playbook
Coaching on real workflows
Practice, evaluation, and adoption

03

Shared Context Layer

Connected data.
J.P. Morgan meaning.

Client needs and relationships
Current offerings and approved claims
Named owners, current sources, permitted access

THE SHARED FOUNDATION / P&L

Tie every initiative to P&L outcomes

Grow revenueReduce costsIncrease productive capacity

Agree baselines, accountable owners, and measures with business leaders and Finance. Report growth, net savings, and redeployed capacity in terms the COO can assess.

EXPLORE THE DESIGN

05 / THE FIRST 90 DAYS

Listen first. Prove within guardrails.
Expand on the evidence.

30DAYS

DAYS 1–30

Listen and prioritize

Start with the CMOs and their teams. Understand the work, the friction, and the outcomes that matter.

Map workflows, data, and approved capabilities
Align control partners and decision owners
Prioritize a small set of valuable use cases

BY DAY 30

Agreed priorities, baselines, and pilot candidates.

60DAYS

DAYS 31–60

Prove within guardrails

Test a bounded, approved workflow with marketers and partners. Build the evidence before expanding.

Coach the pilot team on real work
Test shared context for the selected workflow
Track quality, adoption, effort, and cost

BY DAY 60

Pilot evidence and a clear view of what needs to change.

90DAYS

DAYS 61–90

Expand on the evidence

Decide what to scale, refine, or stop. Turn learning into a repeatable approach for the next teams.

Publish reusable guidance and workflow patterns
Confirm benefit owners and measurement routines
Sequence the next wave with partners

BY DAY 90

Scale decisions, an enablement plan, and a sequenced roadmap.

06 / WHAT I BRING ERIC HARVEY

A practitioner’s AI expertise.
Proven enterprise judgment.

A PRACTITIONER’S EXPERTISE

Understand the possible.
Build what is useful.

I build and evaluate AI workflows to judge feasibility, limitations, and business value.

SERVICENOW / AI CONTENT PRODUCTION80%

reduction in asset creation time

MARKETING-CENTERED PLAYER-COACH

Start with the work.
Develop the people.

Translate business needs into usable capabilities. Coach teams to adopt and improve new workflows.

SERVICENOW / AI SALES COACH ENABLEMENT85%

reported adoption across a 6,000+ person GTM organization

ENTERPRISE JUDGMENT & DELIVERY

Align stakeholders.
Simplify complexity.

Navigate regional needs and organizational dependencies to put the right technology in the right place.

SAP / GLOBAL MICROSITE PROGRAM13 → 3

platforms consolidated across five regions
4× growth in microsite delivery

THE JUDGMENT TO DELIVER

Know where to move now, what needs more evidence,
and when to change direction or stop.

Marketing is at an inflection point.

AI creates three opportunities for marketing value.

Improve existing work

Unlock new capabilities

Pioneer new experiences

Promising capabilities are the starting point. The challenge is realizing the benefit.

Build the foundations that turn AI into value.