"Most leaders think of a rebrand as either a last-ditch effort to save a failing company or a massive, expensive vanity project. You just led one at a successful, growing company. What's the strategic imperative that makes that level of disruption and investment actually the smartest move a CMO can make? Agility requires not just adapting your marketing tactics to market shifts, but having the foresight and courage to transform your entire brand identity to meet where your customers are going.

Today, we're going to talk about brand transformation. Specifically, what happens when your market, driven by forces like AI, evolves faster than your brand name. We'll get into the strategic thinking behind repositioning a successful company, not just for today's customers, but for the one that's rapidly taking shape for tomorrow. It's a discussion about making the case for massive investment and managing the delicate balance of bringing your current customers along while building a brand that captures the next generation of buyers.

To help me discuss this topic, I'd like to welcome April Crichlow, CMO at Optro. April, welcome to the show!

About April Crichlow

April Crichlow is the Chief Marketing Officer at Optro. An experienced global B2B SaaS marketing leader, April oversees the marketing team and aims to accelerate the awareness of Optro's innovative solutions amidst continued rapid growth and international expansion. She has led global thought leadership and strategic partnerships on inclusive culture, women's equality, and sustainable supply chains, growing brand reputation with the United Nations, the New York Stock Exchange, AAPI networks, and Cannes Lions. April has also been honored by CRN's "Women of the Channel" and as a "Top 100 Ethnic Minority Executive" by EmPower, presented by the Financial Times and Yahoo Finance.

April Crichlow on LinkedIn: https://www.linkedin.com/in/aprilcrichlow/

---------- Resources ----------

Optro:

The Agile Brand podcast is brought to you by TEKsystems. Learn more here: https://aglbrnd.co/r/2868abd8085a9703

Need to evaluate martech, AI, or CX platforms and don't know where to start? The Agile Brand Guide List is now in beta. We're building the most useful, free-to-use, and up-to-date way to assess what truly matters when evaluating platforms. See more here: https://aglbrnd.co/r/f76be3a33cc491bb

Reach your customers with Reddit. Spend $500 in ad spend, get $500 back in ad credit! Learn more: https://aglbrnd.co/r/491818c79fb1873f

Chaser is the only Slack-native project management platform that helps teams turn messages into tracked tasks, automate follow-ups, and maintain team-wide visibility, without adopting another tool. Now integrated with Claude and other GenAI tools. Learn more at trychaser.com and use code AGILEBRAND for a 3-month free trial (normal trial is 14 days).

Start building your own apps with Replit and get $20 off. Learn more: https://aglbrnd.co/r/93531742a7625a20

Follow B2B Agility on your favorite platform: https://aglbrnd.co/r/62e314ccb2d29c9e

Connect with Greg on LinkedIn: https://www.linkedin.com/in/gregkihlstrom

Don't miss a thing: get the latest episodes, sign up for our newsletter and more: https://aglbrnd.co/r/35ded3ccfb6716ba

Check out The Agile Brand Guide website with articles, insights, and Martechipedia, the wiki for marketing technology: https://www.agilebrandguide.com

Choosing a martech, adtech, or other platform? Check out The List by The Agile Brand Guide for our continuously-updated list of platforms and everything you need to know: https://list.agilebrandguide.com
"

Jamie Garverick, Chief Revenue Officer at Typeface, says 90% of marketing leaders believe their teams are ready for AI's impact on brand discovery — and that the confidence itself is the problem.

Readiness is being measured by adoption, not by output. Agents are running and tools are installed, while teams stay siloed and strategies stay disconnected. Garverick on where the gap actually opens.

Brand governance has to shape the work, not grade it. Typeface's Arc Graph is built as a live brand intelligence layer rather than a set of guidelines nobody opens — including for content made in tools the company doesn't control.

Someone still has to own content no single person wrote. Accountability, decision rights, and guardrails change when a Fortune 500 brand compresses weeks of web experience development into minutes.

About Jamie Garverick

I'm a high growth revenue leader with more than 25 years of experience scaling cloud and AI native software companies and helping enterprise teams adopt new technology in ways that drive measurable business impact.

Today, I serve as Chief Revenue Officer at Typeface, the Marketing Orchestration Engine for the world's leading brands. I work closely with CMOs and enterprise leaders as they move beyond isolated AI pilots and rethink how marketing operates across teams, workflows, data, and channels.

Before Typeface, I served as Chief Revenue Officer at FullStory, where we transformed a PLG sales motion into the enterprise and international, scaling ARR from $30 million to more than $130 million. Earlier, I led North American sales at CallidusCloud, helping move the business to the cloud and scale ARR from $1 million to $300 million before its acquisition by SAP, where I ran a 400+ team.

Throughout my career, the common thread has been helping companies translate major technology shifts into durable customer value and sustained growth.

I live in Atlanta with wife and three children. Outside of work, I enjoy traveling, food and wine, and golf, with two holes-in-one to date!

Jamie Garverick on LinkedIn: https://www.linkedin.com/in/jamie-garverick-60136/

---------- Resources ----------

Typeface: typeface.ai

View the Typeface Signal report: https://www.typeface.ai/resources/reports/typeface-signal-report

The Agile Brand podcast is brought to you by TEKsystems. Learn more here: https://aglbrnd.co/r/2868abd8085a9703

The hardest part of martech right now is telling which tools are actually earning their keep. That's the question running through the MarTech Summit Boston agenda on October 27. We're attending MarTech Summit Boston on October 27 as a media partner. If you want to join, the code AGILE15 saves you 15%. https://aglbrnd.co/r/c70c250b8d52dff3

We're proud to be a media partner for #MAICON26 - Oct. 13-15! Learn how AI can power your marketing and business and help you grow smarter. Use code AGILE150 to save! https://aglbrnd.co/r/7fe458ced0f04658

Need to evaluate martech, AI, or CX platforms and don't know where to start? The Agile Brand Guide List is now in beta. We're building the most useful, free-to-use, and up-to-date way to assess what truly matters when evaluating platforms. See more here: https://aglbrnd.co/r/f76be3a33cc491bb

Reach your customers with Reddit. Spend $500 in ad spend, get $500 back in ad credit! Learn more: https://aglbrnd.co/r/491818c79fb1873f

Chaser is the only Slack-native project management platform that helps teams turn messages into tracked tasks, automate follow-ups, and maintain team-wide visibility, without adopting another tool. Now integrated with Claude and other GenAI tools. Learn more at trychaser.com and use code AGILEBRAND for a 3-month free trial (normal trial is 14 days).

Start building your own apps with Replit and get $20 off. Learn more: https://aglbrnd.co/r/93531742a7625a20
Connect with Greg on LinkedIn: https://www.linkedin.com/in/gregkihlstrom

Don't miss a thing: get the latest episodes, sign up for our newsletter and more: https://aglbrnd.co/r/35ded3ccfb6716ba

Check out The Agile Brand Guide website with articles, insights, and Martechipedia, the wiki for marketing technology: https://www.agilebrandguide.com

Choosing a martech, adtech, or other platform? Check out The List by The Agile Brand Guide for our continuously-updated list of platforms and everything you need to know: https://list.agilebrandguide.com

For decades, marketing and GTM leaders have lived by the rule that when it comes to global content, you can have it fast, you can have it cheap, or you can have it good—but you can only pick two. What if that fundamental law of business is no longer true?
Agility requires meeting your global customers where they are, in their language, without sacrificing the speed your go-to-market teams need to win. This ability to deliver high-quality, localized experiences at scale and on time is no longer a luxury, but a competitive necessity.
Today, we're going to talk about how AI is not just incrementally improving content localization, but fundamentally rewriting the rules for global go-to-market strategies. We'll explore how brands can now achieve speed, quality, *and* cost-efficiency in their global content, and what that means for everything from product launches to customer experience.
To help me discuss this topic, I'd like to welcome Bryan Murphy, CEO at Smartling. Bryan, welcome to the show!

About Bryan Murphy

Bryan Murphy is CEO of Smartling, the leading AI translation platform trusted by global brands like British Airways, DoorDash, and Lyft. With a proven track record of scaling technology companies, Bryan brings over two decades of executive leadership experience in SaaS, e-commerce, and retail. Bryan's strategic vision and customer-centric approach have helped drive Smartling's global expansion and product excellence. Before joining Smartling, he held senior roles at companies like eBay and Serta Simmons. Bryan holds a Bachelor's degree in Business from Miami University.

Bryan Murphy on LinkedIn: https://www.linkedin.com/in/bryanmurphy2/

---------- Resources ----------

Smartling:

The Agile Brand podcast is brought to you by TEKsystems. Learn more here: https://aglbrnd.co/r/2868abd8085a9703

The hardest part of martech right now is telling which tools are actually earning their keep. That's the question running through the MarTech Summit Boston agenda on October 27. We're attending MarTech Summit Boston on October 27 as a media partner. If you want to join, the code AGILE15 saves you 15%. https://aglbrnd.co/r/c70c250b8d52dff3

We're proud to be a media partner for #MAICON26 - Oct. 13-15! Learn how AI can power your marketing and business and help you grow smarter. Use code AGILE150 to save! https://aglbrnd.co/r/7fe458ced0f04658

Need to evaluate martech, AI, or CX platforms and don't know where to start? The Agile Brand Guide List is now in beta. We're building the most useful, free-to-use, and up-to-date way to assess what truly matters when evaluating platforms. See more here: https://aglbrnd.co/r/f76be3a33cc491bb

Reach your customers with Reddit. Spend $500 in ad spend, get $500 back in ad credit! Learn more: https://aglbrnd.co/r/491818c79fb1873f

Chaser is the only Slack-native project management platform that helps teams turn messages into tracked tasks, automate follow-ups, and maintain team-wide visibility, without adopting another tool. Now integrated with Claude and other GenAI tools. Learn more at trychaser.com and use code AGILEBRAND for a 3-month free trial (normal trial is 14 days).

Start building your own apps with Replit and get $20 off. Learn more: https://aglbrnd.co/r/93531742a7625a20

Follow B2B Agility on your favorite platform: https://aglbrnd.co/r/62e314ccb2d29c9e

Connect with Greg on LinkedIn: https://www.linkedin.com/in/gregkihlstrom

Don't miss a thing: get the latest episodes, sign up for our newsletter and more: https://aglbrnd.co/r/35ded3ccfb6716ba

Check out The Agile Brand Guide website with articles, insights, and Martechipedia, the wiki for marketing technology: https://www.agilebrandguide.com

Choosing a martech, adtech, or other platform? Check out The List by The Agile Brand Guide for our continuously-updated list of platforms and everything you need to know: https://list.agilebrandguide.com