AI grows marketing teams, and program spend grows faster than headcount
At Vercel, AI makes the marketing team grow faster, not shrink: people who become 2-10x more productive make the CMO want more of them. Headcount budget is rising, but program spend is rising faster, and in-person events gain value as everything else becomes agentic.
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CaseVercel replaced static PMM one-pagers with an always-on 'product marketing brain'PrincipleA context file needs a steady feed and one human curatorCaseAn AI-readable product marketing brain pays off most in onboarding and sales self-serveCaseVercel ships its brand guidelines as an installable design.md filePrincipleAutomate the parts of your job you hate mostCaseAn AI field-marketing agent let Vercel 10x event output with the same teamPrincipleWrite for AI with AI, and for humans with humansPrincipleWhen agents buy, every company becomes a docs companyPrincipleAI raises the value of human creative craft