Jeff returns from Fanatics Fest in New York with lessons B2B marketers can steal from the world's largest sports merchandise retailer. Fans paid to enter, paid again to engage, and left more loyal than ever. Jeff and Debbie break down what made it work: immersive fan-first experiences, multi-floor booth design that rethinks the same footprint, client Joe Hollywood's 15-hour live broadcast and instinctive read of his audience, and an omni-channel flywheel where content was created, broadcast, and consumed in real time. The Monday morning challenge for every CMO: stop thinking customers, start building raving fans.

Everyone deployed AI at the same time — and nobody told each other. Marketing is using agents to produce content at scale. Sales is using agents to automate BDRs and outreach. And buyers built their own agents to research, shortlist, and rank vendors before a single form gets filled out or a rep gets a call. Three parallel tracks. Zero shared intelligence.

Jeff and Deb use a single metaphor to frame the whole problem: a marketer, a salesperson, and a buyer walk into a bar — and nobody's talking to each other. The punchline is that this isn't a joke. It's the state of most B2B revenue organizations right now. Marketing's AI is writing for humans. Sales's AI is reaching humans who've already decided. And the buyer's AI did the evaluation before any of it mattered.

The episode's sharpest argument: most companies are using AI to automate the old playbook faster, not to reimagine the relationship. Jeff's thumbtack map analogy makes it concrete — wherever your buyer's AI and your team's AI aren't overlapping, that's the gap in your revenue motion. The closer is a direct challenge: stop asking what AI can do for your team, and start asking what your buyer's AI found when it looked you up.

Google's new agentic search conversations are quietly eliminating the lead form as the default entry point in B2B buying. Jeff and Debbie unpack why AEO and large language models already made gated content a liability, why the MQL may be the next metric to go, and why marketing and sales have to redesign how they earn credit for pipeline when buyers never visit a website or fill out a form. They also dig into what happens to entry level roles like BDRs as AI absorbs the qualification layer, and why the companies with the least legacy process stand to gain the most.