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Hey Marketing Bestie, Big sports day. I've decided that I'd rather go to Roland Garros than F1 Monaco. I know, I know. It's like asking myself if I prefer a super yacht or a jet but just dreaming over here. Which would you prefer?? Was this email forwarded to you? Subscribe Here
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How to hire a Marketing
AI agentI was at Connections in Chicago this week. If you don't know what Connections is, it's Salesforce's big annual conference. Thousands of marketers and operators in 1 place talking about the future of work. I chatted with Brandon Metcalf, CEO of Assemble, a company that has 160 human employees and 200 digital workers running alongside them. They've scaled 54x since 2023. Yeah. 54x. I had 1 question for Brandon: How do you actually hire an AI agent the right way? Here's what he told me. 👇 1st, the mindset shift.Stop treating AI like a tool you only use to search things on. Start treating it like a hire you manage. Brandon's words: "What I'm trying to get this AI to deliver is the same thing I look for employees to deliver. There's a job I want done. I know if I coach it, it gets better. If I stop coaching it? It goes sideways." That was the unlock for him. And once you hear it that way, you can't unhear it. Step 1️⃣: Write the actual job description.Before you open ANY platform, open a doc. What is this agent's 1 job? What does it take in? What does it output? What does great look like? What are their KPI's Get that down 1st. Then, you're ready. 🐎 Step 2️⃣: Define what success looks like BEFORE you launch.This is the most skipped step. And it's exactly why AI experiments die quietly after 3 weeks. If YOU don't define what success is, the agent defines it for itself. And that's probably not what you want. Content agent: Define briefs per week, quality bar, format. Email agent: Open rate threshold, sequence length, tone. Get specific. Vague success criteria produce vague agents. Every time. Step 3️⃣: Hire a specialist, not a generalistBrandon learned this the hard way with Bradley, his executive briefing agent. Bradley had too broad a job and kept struggling with sales data. So he built Stanley. 1 job: own the sales pipeline view. That's it. His framework for this is T-shaped leadership. Deep in 1 lane. Aware of the big picture. Same model applies to your agents. One agent for SEO content. One for email nurture. One for paid copy. A focused agent that owns 1 lane will always beat a do-everything agent that owns 12. Step 4️⃣: Coach it every single week.You wouldn't hire someone and ghost them for a month. Same rules apply here. Brandon blocks 20-30 minutes weekly to review output, correct drift, and tighten the brief. He still does it for his agents who report to him, Bradley and Stanley every week. What used to take weeks of back-and-forth now takes an hour and a half. With real-time data he can actually make decisions on. Coaching compounds. Skipping it compounds too. Just not in the good way. Step 5️⃣: Let your humans get promoted.This was the part of the conversation I wasn't expecting. Brandon has an AI SDR named Teddy. Theodore when he's been naughty. 😂 When they were rolling Teddy out, a human SDR named Mitch was put in charge of managing him. Teddy got better. But so did Mitch. Mitch got promoted to AE. First month in the new role? Closed 11 deals. Because managing an AI agent forced him to deeply understand what great outreach actually looks like and he applied it directly to his own work. AI doesn't replace your team. It accelerates the people willing to grow alongside it. The hill Brandon would die on."You can't slap an agent on anything and think it's going to work. You have to be very clear on what its job is and what makes it successful. Everyone misses that second piece." Tasks without a job. A job without a definition of success. That's where it always breaks down. Define the role. Define what winning looks like. Coach it like a person. The companies doing all 3 right now are pulling away from everyone else. Quietly.
MEME OF THE WEEK
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Celeb guests, pre-Knicks pizza, an open pitch session at the Hammerstein Ballroom stage.
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🎙TUNE IN Podcast to listen to this week: How Workweek is finally fixing Newsletter Attribution with Adam Ryan What you will learn:
🎙: Why 98% of newsletter clicks are bots
🎙: The smaller creator with 15,000 subscribers that outperforms the massive newsletter with 200,000
🎙: How to finally tie newsletter sponsorships to actual revenue Listen Here
JUST FOR FUN 🤩: Brand of the week: Salesforce
😛: Favorite meal I ate: Ramen-San
🎵: Favorite song this week: Sit Next To Me
💍: What I bought my wife: A Parke sweatshirt.
Also, I want the Knicks. That's not a hot take I just wanted to make sure you knew. Your friend,
Daniel | 
