In this #MillenniumLive conversation, Lisa Cole of 2X joins The Millennium Alliance to discuss the operating-model shift modern CMOs need to make as expectations accelerate and traditional resource models break down. Drawing from The Limitless CMO, Lisa will unpack why marketing leaders are being asked to deliver more pipeline, more personalization, more speed, and more AI-enabled efficiency – often without the budget or headcount to match.
The episode will focus on how CMOs can move from order-taking to market-making by running marketing like a business, redesigning work around outcomes instead of org charts, using strategic outsourcing to expand capability, and applying AI as a force multiplier rather than a collection of disconnected tools.
Key Themes:
- The marketing resource paradox: rising expectations with constrained budgets and headcount
- Moving from order-taking to market-making
- MAPS: running marketing like a professional services business
- Strategic outsourcing as capability expansion, not cost reduction
- AI as a force multiplier – and why random acts of AI are not enough
- Building a Limitless Operating Model with people, partners, platforms, and AI
Listen on Spotify, Apple, Amazon Music
About 2X
2X is the global leader in B2B marketing-as-a-service (MaaS), a subscription-based alternative to traditional B2B marketing delivery models. Offering AI-enabled B2B marketing talent and strategic consulting, 2X allows marketing leaders to accelerate growth in today’s resource-constrained environment and to deliver measurable results without increasing budgets.
Founded in 2017 by three former CMOs from major global corporations, our mission at 2X is to improve marketing performance with powerful, data-driven campaigns that help businesses create more visibility, generate leads, and increase competitive advantage—twice as fast, and with double the impact.
2X is composed of world-class marketing strategists, developers, analysts, designers and writers who work together to build, run, and optimize marketing. Our company is growing fast, and we’re looking for the best talent to join our pioneering MaaS team.
To learn more, visit www.2X.marketing.com
