Automate, Align, Adapt: Pam Didner on AI, Sales Enablement & Marketing That Works
ICYMI: Pam Didner shared on 10 Minute Martech the Power (and Pitfalls) of AI in Modern Marketing.
“The key thing—don’t believe everything AI says. You need to have a point of view.”
Pam Didner, B2B marketing consultant, author and fractional CMO, joins 10 Minute Martech host Sara Faatz to talk about where AI actually delivers value, why sales and marketing alignment is still so hard, and the five steps every marketer should take to supercharge sales enablement.
From personal stories of AI experiments gone wrong to her no-nonsense advice on building trust with sales teams, Pam blends pragmatism with a clear-eyed view of where martech is heading.
Whether you’re just starting to test AI or looking to bring more structure to sales enablement, this episode is packed with actionable wisdom.
Pam has been in the trenches on both the marketing and sales sides and knows the real work is in execution, not hype.
She makes the case for experimenting with AI, but with guardrails and a healthy dose of human judgment. She also lays out a battle-tested 90-day framework for working with sales that’s more than theory. It’s how you build credibility and impact fast.
Pam’s 5 Steps to Sales Enablement Success
Pam’s 90-day framework for building credibility with sales consists of:
- Align on priorities.
- Prioritize the right projects.
- Get buy-in from sales leadership.
- Execute (and adapt quickly).
- Share results—good or bad.
“Don’t hide failures. Transparency builds trust.”
Join us in shaping the future of martech:
Pam Didner’s 10 Memorable Moments on 10 Minute Martech
1. Don’t Believe Everything AI Says
AI is powerful, but it’s not infallible. Pam stresses the need for marketers to keep their own perspective front and center.
“You need to have a point of view. Your expertise still matters.”
2. Automate Where It Counts
From email segmentation to campaign planning, Pam’s always asking: “What can I automate without losing quality?”
3. Sales and Marketing Think Differently
Marketers nurture. Sales moves on. Understanding that difference is key to alignment.
“It’s not about nurturing; it’s about helping them with their next target.”
4. The 5 Steps to Sales Enablement Success
Pam’s 90-day challenge: Align, prioritize, get buy-in, execute (and adapt) and share results—good or bad.
5. Bad Results? Share Them Anyway
Hiding poor performance erodes trust. Pam says transparency builds stronger partnerships.
6. AI Experiments Aren’t Always Magic
Her attempt to have AI write her book, even after training it on her tone and knowledge, proved humans still have the edge.
7. AI Adoption Is Still Early
Don’t panic about “missing the train.” It’s moving, but the journey’s just starting.
8. There’s a Bot for That
Like the “app for that” era, Pam sees a surge of AI tools, but she reminds us demand hasn’t caught up with supply.
9. Learn AI on Your Own Terms
If corporate policy blocks AI use, experiment personally outside the firewall.
10. Follow the Right People
Pam’s go-tos: HubSpot, Marketing Brew, Shopify’s blog and Andy Crestodina for sharp, unvarnished insights.
Pam’s Martech Hot Take
“You can have the best tech stack in the world, but without sales on board, it’s just shelfware.”
Pam’s hot take slices right to the truth: Technology only delivers ROI when the people who use it are engaged and aligned. For her, the measure of martech success isn’t the tools you own. It’s how well they’re adopted, integrated and delivering value in the hands of your team.
Pam’s Recommended Reading List
- HubSpot – For martech and inbound strategy
- Marketing Brew – Daily news and trends with a marketer’s eye
- Shopify Blog – Insights on CX and UX, even for B2B marketers
- Andy Crestodina – Trusted for matter-of-fact takes on SEO, marketing and AI
Listen to the 10 Minute Martech Episode Now
Next Up in the 10 Minute Martech Series!
Sara sits with Matt Heinz, founder of Heinz Marketing, to spill the beans on smart strategy.
Want to keep reading in the meantime? …
Full Episode Transcript: Pam Didner
Here’s the full transcript to keep you transfixed. Every insight, every quote, unedited and unforgettable.
Sara Faatz: I’m Sara Faatz, and I lead community and awareness at Progress. This is 10 Minute Martech.
Pam Didner: The key thing, if you are using AI to do your jobs or trying to understand other disciplines within marketing—don’t believe everything AI says. You need to have a point of view. This is very important.
Sara Faatz: That’s Pam Didner, B2B Marketing Consultant and Fractional CMO. Let’s get started. Pam, thank you so much for being here. I’m super excited to talk to you today. We just kicked off a new year—what are some of the big things that you are thinking about right now? Either lighthouse projects or just burning topics you have around Martech?
Pam Didner: You know, I actually have a CRM. I also have a marketing automation tool. And the things that I’m thinking about right now are: what are all the things I can automate? If I’m doing emails, can I use AI to do additional segmentation?
The other thing I’m thinking about is that I’m going to write another book. How do I create a launch plan leveraging AI a little bit more, and asking AI to give me ideas?
Sara Faatz: Why not, right? I know you’re passionate about sales enablement. What are some of the biggest mistakes marketers make when creating sales enablement programs? What should they be thinking about differently?
Pam Didner: There are a couple of things I want to bring to everybody’s attention. If you’re working with a sales team and your sales team loves you, you rock. If you’re working with your salespeople and you feel frustrated, I want you to know everybody feels pretty much the same way. It’s not you. It’s a lot of organizations where sales and marketing departments are not 100% aligned.
The one thing I usually tell my clients—or even in my training classes—is that the way salespeople think is very different from marketers. Marketers nurture leads, and salespeople move on. For them, it’s not about nurturing—it’s about helping them get the next target.
Sara Faatz: So how do you bridge that gap?
Pam Didner: I created a 5-step framework to help marketers work better with sales.
Step 1: Align – Understand sales priorities for the quarter or year.
Step 2: Prioritize – Focus on the most critical projects first.
Step 3: Get Buy-In – Secure agreement from sales leadership before you start.
Step 4: Execute and Adapt – Deliver the work but be ready to change course as needed.
Step 5: Share Results – Good or bad, always report back.
If you can do those five things in 90 days, sales will start to see marketing as a partner they can rely on.
Sara Faatz: I like that. You’ve also been experimenting with AI—what’s that been like?
Pam Didner: I’ve tried to train AI on my writing style and knowledge so it could help write my new book. The result? Not great. It didn’t sound like me. It was too generic. That’s why I say—don’t believe everything AI gives you. You still need to apply your own expertise and voice.
Sara Faatz: There’s a lot of noise out there around AI. Do you think adoption is happening quickly?
Pam Didner: I think we’re still in the early stages. Don’t panic if you feel like you’re “behind.” There’s still time to learn, test, and implement.
Sara Faatz: What if someone’s company has strict AI rules?
Pam Didner: Learn outside of work. Experiment in your personal life. That way, when the policy changes, you’ll be ready to use it effectively in your job.
Sara Faatz: You’ve been in the space for a while. Any other lessons for marketers?
Pam Didner: Yes—don’t hide bad results. If something fails, tell sales. Show them you’re trying to improve. Transparency builds trust.
Sara Faatz: That’s a great point. Before we wrap up, who do you follow or read to stay sharp?
Pam Didner: I like HubSpot for inbound marketing, Marketing Brew for news and trends, Shopify’s blog for CX and UX insights, and Andy Crestodina for his no-nonsense takes on SEO, marketing, and AI.
Sara Faatz: Pam, this has been fantastic. Thank you so much for joining us.
Pam Didner: Thanks, Sara. This was fun.
Katie Austin
Katie Austin is a media strategist and audience engagement expert with a passion for data-driven storytelling. As the Strategic Awareness & Advocacy Lead for Progress Sitefinity, she brings years of experience in audience development, media analytics and social strategy from top mainstream media organizations.
