CMO-to-CMO: ROI or DIE

What does it mean to run marketing like a business—especially when AI is changing how the work gets done?

In this episode of CMO-to-CMO: ROI or DIE, Uptempo CMO Marie Bahl talks with Tatiane Vita, CMO of CEFA Early Years School Franchise System, about marketing’s role as a growth driver, building stronger alignment with Finance, and proving the value of marketing investment. They also dig into the rapidly changing role of AI inside marketing teams, including how Tatiane is using AI agents to dramatically expand her team’s capacity without giving up the human judgment, creativity, and accountability that great marketing still requires.

In this episode:

• Marketing as a business and growth driver
• Building trust and alignment with Finance
• Rethinking marketing investment and ROI
• How AI is reshaping marketing teams
• What leaders should, and shouldn’t, delegate to AI
• Why human judgment and creativity still matter

CMO-to-CMO: ROI or DIE brings marketing leaders together for candid conversations about the business of marketing, the challenges they’re navigating, and what it takes to lead through change.

When did marketing become responsible for proving ROI without the systems to actually measure it?

In the inaugural episode of CMO-to-CMO: ROI or Die, Marie Bahl sits down with Christine Bottagaro, CMO of Alviere, for an honest conversation about why CMOs need to stop reporting proxy metrics and start speaking the language of finance.

Together they discuss earning a seat at the executive table, carrying a revenue number, why marketing became accidental systems integrators, the role of AI in modern marketing, and why better information architecture, not more dashboards, is the foundation for better decisions.

If you've ever struggled to connect marketing activity to business outcomes, this conversation is for you.