10 Minute Martech

Kyle Lacy: From AI Experiments to AI Profit — What It Takes

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Kyle Lacy’s team at Docebo is running 50 AI experiments a year and says the results are generating a multimillion-dollar pipeline... from tools his team built in a week. The Chief Marketing Officer joins the show to connect the dots between those two outcomes: whether leadership is investing in upskilling or just issuing mandates. 

Kyle is one of the most experienced go-to-market executives in SaaS, having scaled marketing through acquisitions, high-growth phases, and now a period where AI is rewriting the rules faster than most playbooks can keep up.

3 Takeaways:

  1. Hyper-personalization is finally achievable — but only for teams that do the work. 
  2. Agent search and LLM-optimized web presence are non-negotiable priorities.
  3. Any marketer who can't describe how they use AI tools shouldn't expect to stay relevant much longer.

    4. Subscribe to 10 Minute Martech for fast, practical insights from senior B2B marketing leaders on what’s working right now.

    Timestamps:

    [00:38] AI in Marketing: The Real Risk No One Talks About  
    [02:30] The Personalization Problem (And How AI Fixes It)  
    [04:35] AI Upskilling: The New Competitive Advantage  
    [07:35] The Most Important AI Skill for Marketers  
    [08:55] AI Agents, Search, and the Future of Website Strategy

    Connect:

    Kyle Lacy: https://www.linkedin.com/in/kylelacy/
    Sara Faatz: https://www.linkedin.com/in/sara-faatz-b67213
    Progress: www.progress.com

    Follow This — Kyle’s Recommendations:
    Karen Flanagan: AI newsletter
    Claire Vo: How I AI podcast
    Jordan Crawford: Cannonball GTM substack

    Kyle’s Best Insights:

    "You have a responsibility as a business owner, as a CEO, as a CMO, as a team leader, to upskill your team to be able to use these tools appropriately instead of just buying the tool and telling them to use it. Because then it just is gonna fail."

    "Anybody that I'm talking to right now in marketing that can't explain to me how they use AI, I'm not interested in hiring."

    "Used the right way, you can do more creative, more responsible marketing that will give you an edge on everybody else who's just trying to build stuff for the hell of it."


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    10 Minute MartechBy Progress, Sara Faatz