From VP to CMO: Cari Jaquet on Growth Stages, AI Hype, and Leading with Empathy

In this episode of Tomorrow’s Best Practices Today, Cari Jaquet—currently CMO at Normalize (acquired by Proofpoint)—joins us to talk candidly about what it really takes to grow as a marketing leader, navigate shifting company stages, and build high-performing teams. From her early days in demand gen to driving BigPanda’s unicorn run, Cari reflects on the inflection points, missteps, and mindset shifts that shaped her career. We dive into: - The surprising power of “doing the work” in early-stage startups. - How to recognize when your company is truly ready for a CMO. - Building marketing from 2 people to 11 during a crisis—and what changed. - The underrated skill of knowing when to abandon a campaign. - Using AI as a creative partner (not a replacement). - Transitioning from VP to CMO: mentorship, scorecards, and honest reflection. - Why empathy for sales and customers still defines great marketing. Show Notes: 00:00 – Intro: Meet Cari Jaquet 01:38 – Career Path: From Demand Gen to CMO 05:48 – Matching Marketing Skills to Company Stage 10:39 – Building a Marketing Team from Scratch 15:25 – Market Timing and the BigPanda Unicorn Run 18:26 – Creative Campaigns During COVID 24:10 – Field Marketing and High-Touch Campaigns 26:28 – When to Hire a CMO vs. Go Fractional 33:54 – AI in Marketing: Hype vs. Help 41:47 – Life Outside the Zoom Box ----- CONNECT with us at: Website: https://leadtail.com/ Leadtail TV: https://www.leadtailtv.com/ LinkedIn: https://www.linkedin.com/company/lead... Twitter: https://twitter.com/leadtail Facebook: https://www.facebook.com/Leadtail/ Instagram: https://www.instagram.com/leadtail/ ---- #b2bmarketing #b2b