For CMOs
You've got a bigger pipeline number and the same team.
We help Chief Marketing Officers build an AI-native marketing function: your targets, mapped to the processes and people behind them, with agents and skills on the steps that move the number.
The problem
The target went up. The budget didn't.
Your team's week goes on producing content, chasing event leads, answering enquiries and building reports, before anyone decides what to run next. Claude can take on that work, and the judgement stays with your team.
- 7.8%
- of company revenue goes to marketing in 2026, up from 7.7% in 2025 Source: Gartner 2026 CMO Spend Survey
- 30%
- of CMOs report mature AI readiness, while 70% call becoming an AI leader a critical goal for 2026 Source: Gartner 2026 CMO Spend Survey
Work out your number
Hours a week your team spends on content, event follow-up, enquiries and reporting × 52 = your team's hours a year on work that agents and skills take on
Ask each person in the team to log one normal week. Count the four jobs separately, because each one has its own agent or skill.
What you're measured on
The numbers you're measured on
Every agent and skill we put in place is tied to one of these, and measured before and after.
- Pipeline generated
- Your team runs more campaigns and follows up every lead, without adding people.
- Marketing-sourced revenue
- Event leads and inbound enquiries get followed up the same day, so fewer go cold before sales sees them.
- MQL to SQL conversion
- Leads are qualified against your criteria and handed over with the research done, so sales accepts more of them.
- Speed to lead
- Every enquiry gets a reply within minutes, including evenings and weekends.
- CAC and cost per opportunity
- Content and campaign work that took days takes hours, and spend moves to the channels your attribution data backs.
- Share of voice in AI answers
- You can see how Claude, ChatGPT and Perplexity describe your brand when buyers ask them, and fix what they get wrong.
The work behind the numbers
The work behind them
These six processes fill a marketing team's week. We start with the one that has the biggest effect on pipeline and marketing-sourced revenue.
- 01
Channel planning and attribution
Deciding what to run and where, reading what's working, and tracking how AI search describes you.
Moves: CAC and cost per opportunity
- 02
Content and brand
Pages, decks, posts and campaign assets, on brand, every week.
Moves: Pipeline generated
- 03
Customer proof
Testimonials, references and case studies your sales team can put in front of prospects.
Moves: MQL to SQL conversion
- 04
Events
Inviting the right people, running the day and following up every attendee.
Moves: Marketing-sourced revenue
- 05
Inbound handling
Answering every enquiry, qualifying it and booking the meeting.
Moves: Speed to lead
- 06
ABM
Researching target accounts and the people in each buying committee before the first touch.
Moves: Pipeline generated
Your team, AI-native
Your team, AI-native
The same roles you have today, with agents and skills taking on the work that fills their week.
Product marketing
Today Rewrites positioning, launch messaging and sales material by hand for every audience.
With AI Sets the positioning once, and Claude carries it into every page, deck and battlecard.
Demand gen and growth
Today Builds channel reports by hand and plans from last quarter's numbers.
With AI Plans from attribution data an agent keeps current, with every event lead already followed up.
Content and brand
Today Starts every asset from a blank page and chases customers for quotes.
With AI Edits and approves on-brand drafts, with customer stories gathered by a skill.
Marketing operations
Today Cleans lists, routes leads and fixes the CRM.
With AI Sets the rules, while agents route, research and update records and flag the exceptions.
What you get
The agents and skills you get
Each one sits on a process above. We set them up for your team, your systems and your brand.
- Agent
Inbound BDR agent
Inbound handling
Reads every enquiry, researches the company, replies within minutes and books the meeting. Your team owns the conversation.
Runs on
- Managed Agents
- Skills
- CRM
You get
- The agent live on your website forms
- Your qualification rules, written as a skill
- Every conversation logged in your CRM
- Agent
Demand gen agent
Channel planning and attribution
Recommends what to run next, and traces every recommendation back to your attribution data.
Runs on
- Managed Agents
- CRM
You get
- A weekly recommendation on what to run next
- The attribution data behind every recommendation
- A running record of what each channel delivered
- Agent
Event follow-up agent
Events
Follows up every attendee with context from the event, and routes the warm ones to sales.
Runs on
- Managed Agents
- CRM
You get
- A follow-up drafted for every attendee within a day
- Warm leads routed to sales with the context written up
- Each event's results recorded in your CRM
- Agent
ABM research agent
ABM
Builds an account brief and a map of the buying committee for each target account.
Runs on
- Managed Agents
- CRM
You get
- A brief for each target account
- A map of the buying committee, with what each person cares about
- Briefs refreshed before every campaign
- Skill
Testimonial gatherer
Customer proof
Interviews a happy customer and turns their answers into copy you can use with prospects.
Runs on
- Skills
You get
- An interview you send to a happy customer
- Their answers turned into a quote, a reference and a case study draft
- Skill
AI search visibility skill
Channel planning and attribution
Checks how Claude, ChatGPT and Perplexity describe and cite your brand, and tells you which pages to fix.
Runs on
- Skills
- AEO
You get
- How each assistant describes and cites you today
- The pages to fix first, in order
- llms.txt, schema markup and IndexNow set up on your site
The stack
The stack we bring
Claude at the centre of your marketing team, with the skills, connectors and frameworks we set up around it.
Claude features your team learns
- Claude Design
- On-brand designs, decks and pages, made from your design system. Anthropic
- Claude Motion
- Animated explainers and product motion, made in Claude. Anthropic
- Claude Code
- Your team edits the website by asking, and every change is reviewed before it goes live. Anthropic
- Decks and docs
- Claude creates the presentation, the document or the spreadsheet itself, ready to edit. Anthropic
- Projects
- A shared workspace per campaign or launch, with the brief and context kept. Anthropic
- Skills
- Packaged instructions that teach Claude how your team does a job. Your own, your company's, or ones we build for you. Anthropic
Skills and plugins we install
- Kowalah Plugin
- Your goals, processes and operating model inside Claude, so it answers as someone who knows your business. Free to start. Kowalah
- Marketing skills
- Copywriting, SEO, AI search and CRO skills for Claude. Corey Haines
- Remotion
- Product and demo videos built in code with Claude, so they stay on brand and are easy to update. Remotion
- Marketing plugin
- Anthropic's own marketing plugin for Claude: campaign briefs, content drafts, brand voice checks and competitor research. Anthropic
Connectors we set up
- CRM
- HubSpot or Salesforce, with contacts, deals and campaigns inside the conversation.
- MKT1 MCP
- B2B marketing strategy, goal setting and benchmarks inside Claude. Needs an MKT1 subscription. Emily Kramer, MKT1
- Runway
- AI video and image generation for campaign assets, driven from Claude. Runway
- Granola
- Call notes your team turns into content and follow-ups. Granola
Frameworks and practices we build on
- Obviously Awesome
- Positioning that starts from what your best customers would do without you. April Dunford
- MKT1 method
- B2B marketing strategy from goals to campaigns, with KPIs, projects and ops planned together. Emily Kramer, MKT1
- Jobs to be Done
- Why customers buy, so your messaging and content speak to the job they're hiring you for. Clayton Christensen and Bob Moesta
- AEO
- Answer engine optimisation. Getting cited when buyers ask Claude, ChatGPT or Perplexity, using llms.txt, schema markup and IndexNow.
Agents
- Managed Agents
- Anthropic's platform for running agents in production. Anthropic
- Agent Hub
- Every agent your team runs, with its owner and its daily cost, on one screen. Kowalah
One process, start to finish
Before and after: an inbound enquiry
From the form submission to a booked meeting, with a person taking every call.
Before
- An enquiry lands in a shared inbox.
- Someone reads it when they get to it, the next morning if it came in after five.
- They look the company up and decide whether to call.
- They email back and forth to find a time.
- The research never reaches the CRM.
With Claude
- The inbound agent reads the enquiry, researches the company and replies within minutes.
- It qualifies against your criteria and books the meeting.
- It writes the research into the CRM for whoever takes the call.
The Kowalah Way
How we do it
- Start from your number. We map your pipeline target to the processes and people behind it, and start where the return is clearest.
- One process at a time. We put agents and skills on one process, measure it against your KPI, and move to the next once it's proven.
- Your systems, your brand. Agents work inside HubSpot, Salesforce and the tools your team already uses. They start read-only, and you decide what they can send.
How we'd work with you
How we'd work with you
Start with a health check or a quick start, and get something useful before anything bigger is agreed. Everything else builds from there.
Strategy & Advisory
What should we do?
-
AI health check
What you've got today and whether it's set up right: accounts, connectors, agents and skills, which connectors to approve, and what to fix first.
-
AI marketing plan
The KPIs to measure, the processes to change first, the tools you need, and a 12-month plan your CEO can read.
Design & Build
Build it for us
-
Quick start
Your team set up and working in Claude: accounts and permissions sorted, your CRM and approved tools connected, and your first skills built.
-
Design system set-up
Your design system set up in Claude Design, so every deck, page and asset your team makes comes out on brand.
Change Enablement
Get my team using it
-
Claude for Marketing workshop
A session for your marketing team on the tools, the skills and the stack on this page.
-
Team training
Training by role, a champions network inside the team, and adoption measured.
Managed Services
Keep it improving
-
Expert Requests
New skills, agent changes, fixes and training on request. Bought as a pack, or quarterly or annually.
-
Kowalah Platform
Your requests, agents and accelerators in one place, with new accelerators added as we build them.
Questions
What CMOs ask first
How can AI help a marketing team generate more pipeline?
It takes on the work that fills the week: answering enquiries, following up event leads, producing on-brand content and keeping attribution current. Your team spends the hours it gets back on deciding what to run.
Is this for marketing directors as well as CMOs?
Yes. It's for whoever owns the marketing number: Chief Marketing Officer, VP of Marketing, Marketing Director or Head of Marketing.
Which marketing systems does it work with?
Agents connect to HubSpot, Salesforce, Google Workspace and Microsoft 365, and to the content and design tools your team uses. A connector sees only what the person using it can already see.
Will agents send anything to customers on their own?
Only what you agree up front. The inbound agent replies to enquiries within the rules you set. Everything else starts as a draft that a person on your team approves.
Do we need Claude or Anthropic to start?
No. We build on Claude by default, and on the AI your company already uses where that's the better fit.
What happens in the 45-minute session?
We take your pipeline target and walk through your processes and team with you. You leave with a one-page plan: the first three processes to change, the agents and skills for each, and how your team changes.
Ready when you are
Bring your number. Leave with a plan.
A free 45-minute working session with a Kowalah consultant. We take your pipeline target, map it to your processes and team, and you leave with a one-page plan: the first three processes to change, the agents and skills for each, and how your team changes. When you book, our own inbound agent replies within minutes.