EP183: Is Your AI Investment Working? Here’s What To Measure.

Your team is using AI. But is it making a meaningful difference to your business? In this episode of Leader Generation, host Tessa Burg welcomes back John Arnold, Head of Product Marketing and Strategic Advisory at Creatio, to explore what separates companies experimenting with AI from those putting it to work across their organizations. Drawing on research involving more than 600 business and IT leaders, John shares what successful adopters are doing differently and what marketers can learn from them.

The conversation looks beyond faster content creation to the everyday work that keeps marketers from doing their best thinking. John and Tessa discuss how AI agents can handle routine tasks, how to identify workflows worth automating and why saving time is only the first step. What teams do with that extra time matters just as much.

You’ll also hear how to measure progress beyond productivity, bring marketing and IT together and help your team build the skills to keep moving forward. If you’re feeling pressure to do more with AI, this episode offers practical ways to connect that investment to better customer experiences and business growth. Leader Generation is hosted by Tessa Burg and brought to you by Mod Op.

About John Arnold:

John Arnold is the Head of Product Marketing and Strategic Advisory at Creatio, an AI CRM and workflow platform where people and AI agents work together.  A recognized expert in AI CRM and go to market strategy, John brings enterprise-level experience helping global organizations turn emerging technology into a driver of measurable business outcomes.

Before joining Creatio, John was a principal analyst at Forrester where he worked with executive level leaders and their teams to develop customer centric technology and growth strategies. At Creatio, he helps organizations shift from feature-led CRM systems to outcome-driven, AI-powered growth platforms that are agile, adaptive, and built around customer experiences.

John is currently leading the development of Creatio’s AI-native CRM maturity models and best practices to guide enterprises in defining, customizing, and scaling their transformation journeys. His mission is to help leaders reimagine AI CRM and no-code composability as a competitive advantage.

About Tessa Burg:

Tessa is the Chief Technology Officer at Mod Op and Host of the Leader Generation podcast. She has led both technology and marketing teams for 15+ years. Tessa initiated and now leads Mod Op's AI/ML Pilot Team, AI Council and Innovation Pipeline. She started her career in IT and development before following her love for data and strategy into digital marketing. Tessa has held roles on both the consulting and client sides of the business for domestic and international brands, including American Greetings, Amazon, Nestlé, Anlene, Moen and many more. Tessa can be reached on LinkedIn or at [email protected].