Many companies are adding AI to existing processes to improve efficiency, productivity and lower costs. Blaine Mathieu believes senior leaders also need to consider a more consequential question: should AI improve how the company already operates, or become the catalyst for reimagining the business?

Blaine is the author of The River Doesn’t Wait: A Senior Executive’s Guide to Navigating the Surge in Agentic AI. Drawing on decades of experience in technology, strategy, product and executive leadership, he explains why agentic AI represents a corporate strategy challenge rather than another technology implementation.

In this episode of Marketing Spark, Mark and Blaine discuss the difference between retrofitting and reimagining, how companies can decide where to focus their AI investments, and why competitive advantage is more likely to come from redesigning work than making existing processes faster.

Mark Evans interviews Oren Greenberg, founder of Kurve, about his pivot from growth marketing to AI-native go-to-market systems.

Greenberg explains how he now helps B2B companies—typically CEOs at smaller firms and CMOs/CROs at larger ones—implement custom AI projects (like ICP modelling and programmatic AEO engines), run growth audits across paid, SEO, analytics, and team capability, build workflows and automation, and deliver structured AI training programs.

Mark Evans hosts Dan Levy, founder of Storyline, to discuss what storytelling really means in B2B and why companies need an overarching “storyline” to align marketing, sales, success, and product.

Levy defines storyline as what you do, how you’re different, and why it matters to the right people right now, positioning it as the bridge between brand and product positioning and practical messaging.

They cover how CEOs typically ask for a clearer story, the inputs and process to develop one (one-on-one stakeholder interviews, customer interviews, and competitive analysis), and how a unified storyline becomes the angle that guides content, campaigns, and executive thought leadership.

They also address AI’s role in execution versus the human work of insight and alignment, and red flags like stalled enterprise deals and “no decision” outcomes when urgency and “why now” are missing.