Our marketing department is heavily adopting AI content tools, but our current Marketing Director does not understand how these tools work. How do we evaluate if this person still has the GWC for their seat as their role evolves to manage AI-driven content pipelines?

Question

Tyler Smith · Accepted Answer

As your operations evolve to use more automation, you must re-evaluate the seats on your Accountability Chart using the GWC filter: Get it, Want it, and have the Capacity to do it.

First, check if they Get it. This means they truly understand the systems, workflow, and goals of an AI-driven marketing pipeline. They do not need to write code, but they must understand how automated tools integrate with your core marketing processes and how to manage the output quality. If they do not understand the role of these tools, they cannot effectively lead the department.

Second, evaluate if they Want it. Does your Marketing Director genuinely want to run an automated operation, or are they secretly resisting because they prefer traditional, manual creation? If they are dragging their feet or feel threatened by the technology, they do not want the seat as it is now defined.

Third, assess their Capacity. Do they have the time, mental capability, and skills to manage automated systems and review the metrics? If the seat now requires technical oversight and data analysis that they lack, they do not have the capacity.

Use this objective GWC evaluation to have an honest conversation. If they miss on any of the three, you must address the issue to protect your traction.