CMO Confidential Episode Summary
Episode: Michael Treff | CEO, Code and Theory | Why Your AI Strategy Needs to Be More Than Tools & Efficiency - An Agency Perspective
Release Date: July 1, 2025
Host: Mike Linton
Guest: Michael Treff, CEO of Code and Theory
1. Introduction and Guest Background
In this episode of CMO Confidential, host Mike Linton welcomes back Michael Treff, the CEO of Code and Theory. Michael leads an agency renowned for blending creativity with engineering to deliver innovative solutions at the intersection of technology and marketing. Under his leadership, Code and Theory has grown to over 2,000 employees and has collaborated with major clients like JPMorgan Chase, Microsoft, and Qualcomm. The agency was recently recognized as the B2B Agency of the Year by Ad Agencies and hailed as an Innovation Leader by Fast Company.
Notable Quote:
"Full Disclosure we met at the ANA B2B conference in 2024 and this is his second time on the show."
— Mike Linton [00:36]
2. The Changing B2B Marketplace and Disruptions
Michael discusses the myriad of seismic changes impacting the B2B marketplace, including political uncertainty, technological advancements, particularly in AI, and shifting consumer behaviors. He emphasizes that B2B markets are composed of people who, like any customers, have evolving needs and behaviors that businesses must address holistically.
Notable Quote:
"These are people that need help making decisions. These are people that have needs, and how can we best service them."
— Michael Treff [04:30]
3. The Importance of a Holistic AI Strategy
A central theme of the conversation is the necessity for businesses to adopt AI strategies that transcend mere tool implementation and efficiency gains. Michael argues that the true value of AI lies in its ability to orchestrate and integrate people, data, and tools to drive comprehensive enterprise value.
Notable Quote:
"The value of AI is connecting people, tools, products, the workflows and data."
— Michael Treff [20:05]
He highlights that while many organizations focus on adopting AI for cost savings, there's a significant gap in leveraging AI for strategic value creation. This includes enhancing customer experiences, optimizing decision-making processes, and fostering innovation.
4. Dealing with Market Uncertainty: Leadership Insights
Michael emphasizes that in times of uncertainty, effective leaders should adopt an offensive approach rather than a defensive one. By embracing disruption and proactively implementing changes, organizations can seize opportunities that others might overlook.
Notable Quote:
"The best leaders... are making disruption and change their offense."
— Michael Treff [09:31]
He shares how Code and Theory has replatformed its management, redefined go-to-market strategies, and invested in technology to stay ahead, demonstrating agility and a forward-thinking mindset.
5. The Evolution of Creativity in Marketing
The discussion shifts to creativity, where Michael posits that creativity is being democratized thanks to advancements in AI. Traditional notions of creativity, which were once limited to those with specific craft skills like drawing or writing, are expanding. Now, individuals can leverage AI tools to execute creative ideas without specialized training.
Notable Quote:
"Today am I now a creative in the traditional definition? So that's what I mean... the execution of things is going to software."
— Michael Treff [23:02]
He advocates for organizations to cultivate "full stack creatives" who combine strategic thinking with execution skills, enabling them to drive comprehensive and integrated marketing initiatives.
6. Future Predictions for AI in B2B Tech
Looking ahead to the end of 2025, Michael forecasts three major trends in AI for B2B technology:
- Continued Frustration with ROI: Despite heavy investments, many organizations will remain dissatisfied with the return on AI spend, primarily due to a lack of strategic implementation.
- Technological Acceleration: AI technologies will continue to evolve at an unprecedented rate, necessitating rapid adaptation from businesses.
- Increased Experimentation: Organizations that embrace experimentation and proactive change will outperform those that remain stagnant, leveraging AI as an integral part of their strategy.
Notable Quote:
"We're going to start to see the rate of the truth is in the pudding and the earnings reports start to hit soon."
— Michael Treff [30:30]
7. Conclusion and Practical Advice
Towards the end of the episode, Michael offers practical advice emphasizing that every individual within an organization, regardless of their role, has the capacity to drive change. He encourages listeners to actively seek opportunities to implement positive changes in their daily work, fostering a culture of continuous improvement and innovation.
Notable Quote:
"Every day, look at your time, look at what you do and just see where you can drive a bit of change... be a leader for that change."
— Michael Treff [32:30]
Mike closes the episode by thanking Michael for his insights and encouraging listeners to embrace proactive leadership and strategic AI implementation to thrive in an evolving marketplace.
Key Takeaways:
- Holistic AI Strategy: Beyond tools and efficiency, AI should be integrated to connect people, data, and workflows, driving strategic value.
- Proactive Leadership: In uncertain times, leaders should adopt an offensive approach, embracing disruption to unlock new opportunities.
- Democratized Creativity: AI is expanding the boundaries of creativity, enabling more individuals to contribute creatively without traditional craft skills.
- Future Trends: Expect continued technological advancements in AI, challenges in realizing ROI, and a push towards experimentation and proactive change.
Relevant Quotes with Timestamps:
- "These are people that need help making decisions. These are people that have needs, and how can we best service them." — Michael Treff [04:30]
- "The value of AI is connecting people, tools, products, the workflows and data." — Michael Treff [20:05]
- "The best leaders... are making disruption and change their offense." — Michael Treff [09:31]
- "Today am I now a creative in the traditional definition? So that's what I mean... the execution of things is going to software." — Michael Treff [23:02]
- "We're going to start to see the rate of the truth is in the pudding and the earnings reports start to hit soon." — Michael Treff [30:30]
- "Every day, look at your time, look at what you do and just see where you can drive a bit of change... be a leader for that change." — Michael Treff [32:30]
This episode provides valuable insights into how B2B companies can strategically leverage AI beyond mere efficiency gains, emphasizing the importance of holistic integration, proactive leadership, and fostering a culture of innovation and creativity.