Many B2B marketing leaders rush to implement AI initiatives and allocate resources on an ad-hoc basis without establishing formal structures or clear accountability. This ‘just in time’ method may seem agile and responsive to immediate needs, but it can unintentionally create silos within teams. When resources are duplicated and efforts are uncoordinated, efficiency suffers and organizational clarity diminishes.
The absence of structured governance introduces risks related to compliance, data security, and ethical AI use. Without designated accountability, oversight becomes difficult, potentially leading to inconsistent AI application and missed strategic objectives. Implementing well-defined roles and responsibilities is essential for maximizing AI’s business impact and minimizing operational and governance risks in B2B marketing environments.
👉 Pročitaj original: Forrester
