Boathouse

Half of CEOs say their strategy isn’t making it from vision to execution. One reason? A disconnect in how success is measured. Bob Parks, Principal at Boathouse, sees this firsthand—CEOs and CMOs often use different metrics to define progress, making alignment difficult. If leadership isn’t speaking the same language, how can strategy translate into action? Our Fourth Annual CEO Study on Marketing and the CMO explores, among other topics, whether that gap is closing. Sign up here to be notified when we release the study: https://lnkd.in/eBH8s6P2

Viewers report a wide range of responses regarding consuming AI content. According to Statista, nearly a quarter of respondents reported trusting AI content less than human-created content. 34% of respondents did not trust it any less. A small survey of Boathouse staff shared their thoughts, and had a similarly diverse spread of views when asked about their desire to consume AI-generated content. But if there isn’t a clear consensus on AI content, why are large tech companies pouring so much money into systems that help people create this content? Tyler Adams, Art Director at Boathouse, shares his thoughts on this. He compares the perceived value of content generation models to the AI models Tesla creates for their vehicles. Investors who believe self-driving AI models could balloon Tesla’s market cap to nearly a trillion dollars may also believe that content generation models will have the same impact on the companies that create them. Statista survey: https://lnkd.in/e6gKrMbF

For years, brands have treated social media like a traffic funnel—pushing users off-platform and onto their websites. But why? Geoff Gates, Boathouse's Creative Director of Social Strategy and Content, challenges this outdated mindset. Social platforms reward content that keeps people engaged. So instead of fighting the algorithm, why not give audiences what they need right on the platform? It’s time to rethink the role of websites and embrace how digital behavior has evolved. Consider: Is your brand still prioritizing website traffic over social engagement? If so, why?

"CMOs are just not building that trust." While data suggests some positive improvements between the CEO and CMO relationship, there are still some vital disconnects. ?? The Problem: ? While CEOs have become more data-driven, CMOs haven't adapted to speak the same language ? Many CMOs still rely on outdated marketing playbooks and philosophies ? If a CMO isn’t supporting the CEO’s transformation plan, they risk losing credibility ? The Solution: ? CMOs must align with the CEO’s vision first and foremost ? The future of marketing goes beyond branding, including using narrative models and relevance to compete in the attention economy ? Shifting from a single brand message to a multi-narrative framework creates greater relevance and impact Read more from John Connors, Boathouse Founder and CEO, in his recent interview with Forbes: https://lnkd.in/g_MU4q-C

Communications isn’t a layer you add to a project down the road, it’s a foundational element of any planning process. Anna Adams-Sarthou, Boathouse’s Director of Strategic Communications, reminds us about the benefits of including strategic communications from the get go. According to a PMI Pulse of the Profession report, in projects that were considered failures, 29% of respondents pointed to inadequate or poor communication as the main cause. Is communications a priority in your organization? Or is it just an afterthought?

As we prepare to release this year’s CEO study at the end of March, we reflect on last year’s findings: CEOs were only 50% of the way toward delivering on their company strategy.

Generative AI, performance AI, and social AI tools can be expensive, but organizations end up spending more than the sticker price for these systems. Often, AI systems require at least the work of one person to manage them—not to mention the difficulties and inefficiencies of getting systems integrated across different departments. Maurya Overall, Principal/Managing Director at Boathouse, says, “[T]here’s a level of experimentation and investment that has to happen to just understand how best to use it within an organization…. You'd have to really be able to cross a lot of silos and invest pretty heavily to bring [these tools] in.” Bringing in a marketing agency can help an organization navigate these challenges by providing expertise in AI implementation without the heavy internal lift. Agencies have experience integrating AI across teams, optimizing workflows, and ensuring the tools actually drive results. Instead of investing time and resources in trial and error, companies can leverage an agency’s knowledge to streamline adoption and maximize ROI—turning AI from a cost center into a competitive advantage.

AI is transforming marketing—but not everybody is keeping up. According to a recent Gartner survey, 27% of CMOs report that their organization has little or no AI adoption in campaigns. Bob Parks, Principal at Boathouse, explains how integrating AI at multiple stages in a campaign is critical to achieve success. AI doesn’t just impact one step of a campaign—it can be used at every level, its effects multiplying synergistically. Is your business taking advantage of the technology that’s available? Or are you falling victim to the status quo bias? See the Gartner press release here: https://lnkd.in/dvbMgKKR

Web users are shifting how they search—turning to AI tools, social platforms, and retail media networks. What does that mean for your brand’s strategy? As Google’s search dominance shifts and AI-driven discovery reshapes consumer behavior, brands are rethinking their strategies. But as Alex Pagliano, our SEM Director, points out, the real challenge isn’t just adapting to new platforms—it’s breaking old ways of thinking. “Search, social, and AI-driven discovery do not live in silos; companies put them there.” The issue isn’t just integrating new tools—it’s how teams are structured. When paid search, social, and AI operate in isolation, brands miss the bigger picture: the consumer journey is seamless, but internal processes aren’t. Instead of chasing platform-specific KPIs, the brands that thrive will: ? Break down silos between search, social, and AI-driven discovery ? Align teams around shared goals instead of isolated metrics ? Embrace fluid budgets that follow consumer intent—not just historical spend Google’s shift is just the beginning. Read more about changes in search at Digiday: https://lnkd.in/dSTYuYXx

What’s something most of us do hundreds of times per day? See an advertisement. With countless people, companies, and platforms vying for our attention, where are workers supposed to find the time or headspace to digest a massive slide deck crammed with every detail of their company’s strategy? If your business’s strategy is not disseminated clearly and accessibly, it won’t be executed. Boathouse’s Director of Strategic Communications, Anna Adams-Sarthou, says, “Communication is critical." Clarity cuts through the noise. To truly engage, communication needs to be sharp, concise, and meaningful—delivering the big picture without burying it in clutter.