“Our CEO asked me to reduce our headcount by 25% while raising our pipeline targets by 25%,” shared a CMO from a $135M tech company. The virtual huddle went silent as each CMO recognized the likelihood they’d be given the same challenge very soon.

Rather than fight this one, I asked other CMOs how they’re handling these kinds of impossible-sounding requests.

Lisa Cole, CMO of 2X, didn’t just have an answer-->she offered a framework.

And it starts by reframing the conversation.

“There are five ways that AI can deliver value to an organization in the context of marketing,” Lisa explained. “If you can frame your response in one of these five ways, rather than just responding to a 25% blanket statement, you can set yourself up for something you can actually deliver on.”

Here’s Lisa's framework:

1. Budget Efficiency & Flexibility

AI enables smarter execution—faster, cheaper, and with fewer human hours. But Lisa’s not just talking about replacing manual tasks. “Think about reducing costs of execution, replacing manual work, consolidating the random acts of duplicative agencies you might have.” It's about surgical streamlining, not reckless slashing.

2. Tech Stack Optimization

Many CMOs are sitting on a tech stack that’s more bloated than beneficial. “I know CMOs whose tech budgets rival that of CIOs,” Lisa noted, “but they die under the weight of random data manipulation across the stack.” AI can help connect those dots—bridging systems, activating data, and delivering on long-promised ROI.

3. Pipeline Acceleration

This is about more than speed—it’s about intelligent velocity. “If you can reimagine the campaign workflow itself and then apply AI to it, yes, you can get there,” Lisa said. She means faster time to impact: from idea to execution to revenue-generating result.

4. Scalability Without Headcount

Lisa offered this gem: “I may not be the strongest product marketer, but you know what? AI could address that capability gap.” In other words, AI can augment your team’s skill set without adding new headcount—allowing you to scale capabilities (like product launches or content production) without scaling costs.

5. Speed to Market as a Differentiator

“Speed to market actually is a competitive advantage,” Lisa emphasized, especially as AI-native startups outpace slower-moving enterprises. “Brand is certainly part of our moat, but in an AI-first world, speed is part of that moat too.”

So when the CEO drops the 25/25 bomb on you—cut staff by 25%, increase pipeline by 25%—don't panic. Try reframing the conversation with questions like:

• “What if I could increase speed to market by 25%?”
• “Or improve conversion rates in the pipeline?”
• “Or get more out of our existing tech investments?”

I thought this was brilliant. Would this approach work for you? If not, why not?

Written by Drew Neisser