🎛️ Marketers have lots of AI, but not enough training

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Why 'head of marketing' is the most misunderstood title in startups

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May 21, 2025

We all know it’s less expensive to keep customers than it is to get new ones. The same is true for employees. Unfortunately, many organizations don’t understand that.

Startups, in particular, have a culture of overworking and under-supporting their workers. Especially when it comes to the “head of marketing,” who is expected to do everything a CMO does, without the authority or pay. Loren Shumate looks at why this happens and, more importantly, what can be done about it.

That lack of support is prevalent throughout marketing when it comes to everyone’s favorite new technology: AI. Sixty-two percent of marketers said lack of education and training is the biggest hurdle when it comes to AI, according to a new study from the AI Marketing Institute. At the same time, 51% of CEOs don’t see this as a problem. Now that’s a problem.

Constantine von Hoffman
Managing Editor

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AI promises a shortcut, but creative teams are taking the scenic route

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Why ‘head of marketing’ is the most misunderstood title in startups

Startups love to give flashy titles to hungry marketers — without mentorship, power or a seat at the table. This costs everyone.

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Why don’t martech vendors provide a tool for the metric that matters?

We keep optimizing based on attribution, not impact. It’s time martech tools let us test what really drives incremental results.

What else we're reading

Good reads and conversations to help good marketers get better.

Show of hands: Who isn’t using generative AI? How to grow in a multichannel world Marketing’s “mind-blowing” secrets and facts Chicken chain hopes AI will wake up new customers Is it time to put tools ahead of people and process? A new framework for going viral

MarTech research

Surveys and research reports to make you a more-informed marketer

NEW! Get the 2025 State of Your Stack Survey report by downloading the PDF, flipping through a carousel, listening to a discussion of the results or watching the keynote session from the Spring 2025 MarTech Conference — all without registration.

MarTech Intelligence Reports are in-depth, independent and indispensable. They’re designed to help marketers navigate the martech landscape with questions to ask during the buying process, vendor profiles and more.

Download your Intelligence Report today:

NEW: Generative AI for Content Creation B2B Data Enrichment and Hygiene Email Marketing Platforms Identity Resolution Platforms Marketing Work Management Platforms Marketing Automation Platforms Customer Data Platforms. Call Analytics and Conversational Intelligence

What they're saying

“Creative professionals are intrigued by AI, but most are still figuring out where it fits. While the hype suggests a fast-moving revolution, the reality is more measured. Many teams are experimenting with new tools and exploring ways to boost efficiency, but at a measured pace.” – Steve Bevilacqua in AI promises a shortcut, but creative teams are taking the scenic route. “Here is the unspoken story of early career professionals who are handed the keys to the marketing kingdom. They get the responsibility and expectation to lead without the support to succeed. Many step into these roles full of promise, only to walk away with deep wounds from feeling overwhelmed, underprepared and alone.” – Loren Shumate in Why ‘head of marketing’ is the most misunderstood title in startups.

From Search Engine Land

Google AI Overviews expand to more users Google launches AI Mode to all U.S. searchers with new features Google Search goes 'Live' with real-time camera help Google Search adds AI try-on, previews agentic checkout Google Ads costs rise again, but conversions improve: Report

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