648 - Skating to Where the Puck is Going: AI Transformation for Service Providers with Mark Emond
Why you should listen
- Mark Emond shares his strategic pivot from traditional marketing automation to AI transformation services, offering a proven roadmap for consultants looking to evolve their positioning before the market forces them to.
- Discover how to identify and attract visionary clients who are ready to invest strategically rather than just experiment—learn the signals that separate early adopters from those who'll waste your time with endless pilot projects.
- Get practical insights on building an internal AI Innovation Lab that drives both client value and operational efficiency, including how to structure experimentation without killing momentum or burning budget.
I'm watching too many consultants get paralyzed by AI—either ignoring it completely or drowning in tool experimentation without a strategy. Mark Emond made a bold pivot, repositioning his B2B marketing consultancy to lead AI transformation for enterprise CMOs. In this conversation, we dig into how he identified the shift before his clients demanded it, how he's separating visionary buyers from tire-kickers, and what he's learning by building an internal AI Innovation Lab where his team plays with everything from ChatGPT to Make and Clay. If you're sitting on technical expertise but wondering how to package it for the AI era without becoming a commodity, this episode shows you exactly how one founder is skating to where the puck is going.
Key Highlights
- Strategic Pivot Timing: Mark explains why he repositioned Demand Spring toward AI transformation 18 months ago, targeting "visionary CMOs" as early adopters rather than waiting for mainstream demand—offering a masterclass in reading market signals before your competitors do.
- AI Innovation Lab Structure: Discover how Mark funded an internal lab where his 30-person team (15 full-time, 15 contractors) experiments with AI tools, builds proofs of concept, and commercializes innovations—without saying no to any project to maintain creative momentum.
- From Experimenting to Strategic Investment: Mark reveals the recent acceleration in enterprise AI budgets, with CMOs moving from employee-driven experimentation to strategic 12-24 month AI transformation plans, particularly aligned with FY26 planning cycles
- Go-to-Market Evolution: Learn how Mark balances relationship-based sales with content marketing on LinkedIn, paid media, and PR—plus how he's using AI sales enablement tools like Tiga AI while maintaining the human strategic thinking that clients actually pay for.
About Mark Emond
Demand Spring’s founder, Mark has a tremendous passion for helping marketing leaders transform their Revenue Marketing practices with AI, enabling them to become strategic leaders within their organizations. A Forbes Council member and contributor to MarketingProfs, Mark brings thought leadership to the marketing community, sharing insights on cutting-edge strategies, industry trends, and AI-driven marketing transformation.
Prior to founding Demand Spring, spent 17 years in marketing leadership roles at IBM, Cognos, Watchfire, and Corel. Mark happily resides in Ottawa, the coldest capital city in the world, with his wife and teenage daughter. He combines his passion for athletics and developing young people as the coach of one of the top competitive girls basketball teams in Ontario.
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