{"type":"rich","version":"1.0","provider_name":"Transistor","provider_url":"https://transistor.fm","author_name":"Do Good Work","title":"Marketing Leadership from the .com Boom to the AI Revolution: A Conversation with John Schultz on what Clients Want Today (Hint It’s Not An Agency) ","html":"<iframe width=\"100%\" height=\"180\" frameborder=\"no\" scrolling=\"no\" seamless src=\"https://share.transistor.fm/e/1436dd37\"></iframe>","width":"100%","height":180,"duration":2816,"description":"In this episode, Raul and John discuss why hiring an agency feels risky today—cost, quality, outcomes, and commoditized “SEO/PPC shop” buying—then explore a shift toward providing open-ended marketing leadership focused on strategy, positioning, and execution using a mix of people, AI, automation, and outside resources. They argue project fees don’t fit a fast-changing landscape and consider retainers plus tool costs, while noting some work (like nailing brand positioning) can justify value-based pricing. They cover AI’s rapid acceleration, tool churn, and potential skill loss, alongside likely disruption to entry-level roles, and suggest human relationships will become more valuable in high-stakes B2B selling. John shares positioning lessons from customer interviews, a case study creating a sales/brand playbook used for onboarding, and examples of “marketing-adjacent” AI work that helps sales operations.\n\n00:00 Do Agencies Still Matter?\n01:18 What Clients Really Want\n02:29 Marketing Leadership Model\n04:57 Post Scope Era Pricing\n06:52 AI Velocity And Tool Overload\n09:00 Value Based Fees And Retainers\n12:09 Skill Loss And Disruption\n15:01 Meaning Work And Removing Toil\n17:51 Human Connection Comes Back\n22:18 Proof Points vs Positioning\n22:55 Cloud Consulting Case Study\n25:13 Tagline to Sales Playbook\n26:52 Using AI for Messaging\n28:25 Positioning Is for Buyers\n29:18 When Positioning Doesn’t Land\n30:49 Marketing Isn’t Just Opinion\n32:39 Revenue as the Validator\n33:39 AI Adjacent Opportunities\n36:58 Relationships in a Tech World\n39:12 Loyalty Means Real Dollars\n40:59 Lifetime Value Marketing Model\n\nConnect with John Schultz: \nhttps://www.netstrategies.com/\nhttps://www.linkedin.com/in/johnschultznetstrategies/ \n\nConnect with Raul: \n• Work with Raul: https://dogoodwork.io/apply \n• Free Growth Resources: https://dogoodwork.io/free-growth-resources\n• Connect with Raul on LinkedIn (DMs open): https://www.linkedin.com/in/dogoodwork/ ","thumbnail_url":"https://img.transistorcdn.com/ERPXc3vfjTBxx5iBsuq9KD5LWG30qzdNvHE-qU82NNA/rs:fill:0:0:1/w:400/h:400/q:60/mb:500000/aHR0cHM6Ly9pbWct/dXBsb2FkLXByb2R1/Y3Rpb24udHJhbnNp/c3Rvci5mbS83ZDhh/MjQ0ZTI0MDUzOThi/MDQyNzNiMDY5YmYw/YzU1NC5qcGc.webp","thumbnail_width":300,"thumbnail_height":300}