Automation creates more noise
AI has given every team a louder megaphone. More emails, more ads, more posts, more landing pages. The buyer’s inbox did not get bigger.
This turns precision into an advantage. The marketer who understands the customer will beat the marketer who simply produces more assets.
Where roles are growing
Growth marketing, revenue operations, lifecycle marketing, marketing automation, CRM strategy, and AI-assisted sales operations are stronger lanes.
The weaker lane is generic content production without a distribution or conversion strategy. AI can do that badly at near-zero cost.
What to hire for
Hire people who can run experiments, interpret data, talk to customers, and write clearly. The tool stack matters. The judgment matters more.
A good interview task: give the candidate a messy customer segment and ask them to produce a message, a test plan, and the metric that would prove it worked.