Liza Adams is the AI Advisor and GTM Strategist at GrowthPath Partners, a firm that helps B2B companies adopt AI responsibly and effectively. She has over 20 years of leadership experience at companies like Smartsheet, Juniper, and Pure Storage. Liza was named one of Pavilion’s 50 CMOs to Watch in 2024. She advises teams on using AI to boost performance and drive ethical, inclusive growth.
About the Episode
AI is changing the way marketing leaders operate. Yet while many teams apply AI to content, few are tapping into its full potential as a strategic thought partner. Host Tyler Lane speaks with Liza Adams about how AI can empower CMOs to lead more effectively, collaborate across departments, and drive deeper customer alignment. The real power of AI, she explains, isn’t in the tools; it’s in how marketers leverage it.
Key Moments
Building GrowthPath and Finding Purpose
- How Liza transitioned from corporate marketing executive to fractional advisor and AI strategist [1:55]
A Strategic Lens on AI
- Why generative AI is more than a writing assistant but a powerful partner in decision-making [6:35]
- Why Liza believes AI is a tool to amplify human values, not replace them [7:50]
Human + AI Collaboration
- How complementary “superpowers” between people and AI lead to stronger, more resilient teams [11:58]
- Using empathy to lead change through AI skepticism and adoption [13:35]
Strategy Before Scale
- Why product market fit is essential before scaling tactics with AI [17:35]
- The “snowblowers in Florida” analogy for misaligned campaigns [17:45]
Prompting With Intention
- How to use the GRACE framework to get better answers from AI tools [21:14]
- Ways to make AI think differently — not just faster — during brainstorming [22:50]
Leading With Trust
- Why “better to be effective than right” is a pivotal leadership lesson [26:00]
- The difference between functional and business leaders in the C-suite [29:08]
Choosing the Right AI Partners
- What to look for (and avoid) when hiring AI consultants or strategists [44:47]
Top Insights
- Reframe AI as a strategic teammate – Positioning AI as a partner in decision-making helps marketing teams think beyond automation and toward innovation.
- Prioritize product market fit before scaling tactics – Ensuring strategic alignment avoids wasted resources and prevents AI from amplifying weak foundations.
- Encourage human-AI collaboration – Combining the strengths of people and AI fosters resilience, creativity, and better problem-solving across teams.
- Promote AI literacy at all levels – Educating teams about AI empowers them to make informed decisions and reduces fear of adoption.
- Evaluate consultants based on humility and clarity – Vetting for real-world experience and honesty ensures alignment with your goals and avoids costly missteps.
Notable Quotes
- “Generative AI is a gift to marketers that could actually flip the script and elevate our strategic value.”
- “AI can make us better versions of ourselves because it overcomes our limitations and never burns out.”
- “We can’t out-exercise a bad diet, and we can’t out-campaign a bad product market fit.”
- “Better to be effective than right. You will never bring people along if they don’t trust you.”
- “We just need to be amazing human beings, and whatever is there will get amplified by AI.”
Resources
Industry Experts
- Tyler Lane on LinkedIn
- Liza Adams on LinkedIn
- Andy Crestodina on LinkedIn
- Christopher Penn on LinkedIn
- Matt McKenzie on LinkedIn
Companies and Organizations
AI Tools and Platforms
The Strategy Shift Every CMO Needs to Make
If your team is using AI only to generate content, you’re missing its greatest potential. At Session Interactive, we help growth-driven brands rethink their strategy from the ground up — pairing smart AI integration with clear positioning, refined targeting, and aligned customer journeys. Let’s build a performance engine that’s not just fast, but built to last.
For more insights on agile design, creative strategy, and digital growth, subscribe to the Built to Convert podcast. Ready to move faster and convert better? Contact Session Interactive to see how we can help you scale with speed and precision.
