In our latest episode of Lexicon, we sat down with Tiffany Nwahiri to discuss how marketing teams can continue to deliver growth amid shrinking budgets, hiring freezes, and rapidly advancing AI tools.
Drawing on more than 15 years of experience across both billion-dollar corporations and startups, Tiffany explained why companies should stop chasing shiny new tactics, focus on fixing existing systems, and use AI as an amplifier rather than a replacement.
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Stop chasing the shiny object
“I’ve been on all sides of this,” Tiffany kicked things off by saying. “I’ve been on the side working directly with the CEO, who’s constantly saying, ‘ We need more, we need more, we need more.’. I’ve been the head of marketing, where it feels like we’re doing all the things and we’re just not getting the results that we’re hoping for,” she added.
Owing to this, one of Tiffany’s recurring themes is the danger of chasing “net-new tactics” before optimizing what already exists.
“Teams keep layering in more things without fixing what’s already done,” she explained. “Perfect the foundation before you move on,” she told us.
She gave examples of companies rushing into connected TV ads or resurrecting direct mail campaigns without first establishing strong messaging and reliable conversion paths. “They could be great tactics,” she said, “but you’re layering a problem on top of a problem.”
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Even AI-powered cold outreach gets the same caution. “If you haven’t established messaging that works yet, you’re spraying and praying 10,000 contacts a month with messaging that just doesn’t hit,” Tiffany said.
“And then you’ll blame it on the tactic when it really was your messaging and your strategy,” she added.
AI: amplifier, not replacement
With layoffs accelerating across the industry (Salesforce alone cut 4,000 roles, citing AI), she was blunt about the risks of treating AI as a substitute for skilled professionals.
“Companies are cutting the wrong things,” she explained. “They’re saying, we can use AI to write content. Well, in theory, yes, you can. But who is going to prompt that AI tool with the right information? Who’s going to say who we’re targeting, what’s the goal, how do you want people to feel when they consume that content?” she added.
For Nwahiri, the best AI “prompters” will always be experienced marketers. “You can’t just have the employee come on day one and say, ‘ Okay, write a blog about cleaning data. That’s not enough,” she said.
“There’s so much information you need to feed to get a quality result. And then the reality is you need it to sound authentic. We don’t want to create AI slop. Prospects can sense it—and it worsens the relationship,” she added.
“AI should amplify and enhance. At this time, it shouldn’t be done to totally replace people or strategies that you were doing in the past,” she added.
Pipeline over perfection
Another of Tiffany’s mantras is pipeline over perfection.“As much as I want to strive for perfection, we all know nothing is perfect,” she said.
“And so that’s going to take you longer to get it out the door, longer to get the data, longer to get the results,” she added. Instead, she advocates for an MVP mindset.
“What’s the MVP campaign that’s going to get us to this pipeline the quickest to get the data to then optimize and expand it, compared to we have to know every single perfect word? We just don’t want to wait six months to ship a campaign when it could be done in six weeks,” she explained.
The key is speed to data. “You can’t escape A/B testing,” Tiffany added. “That’s the data. So when I say we don’t want to wait six months to launch and get data, that’s a perfect example. Go to market quickly, test, and use that to optimize,” she said.
Owned channels: the new growth engine
Paid media budgets are under pressure, but Tiffany insists teams still have powerful levers if they focus on what they already control. “Your website is your 24/7 salesperson,” she stressed. “Gone are the days when a website was just an online brochure. It’s a salesperson,” she added.
Her advice is to stop pouring dollars into ads if the site itself isn’t converting. She recalled a campaign in which simply improving a demo page led to a 400% increase in conversions within 30 days.
“You’re already spending the money to send traffic to it,” she explained. “Make it work. Get the messaging right. Speak to pain points. Optimize the page before you spend another dollar,” she said.
For Tiffany, owned channels like websites, email lists, and community platforms are “the new growth engine.” As she put it, “if you’re not getting a new dollar to spend in paid media, you have to focus on those owned channels.”
Leads don’t matter, revenue does
Perhaps the most interesting point Nwahiri made was about measurement. For years, marketers have been judged by lead counts, but those days are gone.
“Leads aren’t the metric anymore,” she said. “Marketing is just as instrumental to revenue and pipeline as the sales team—maybe even more so,” she added.
The critical step is qualification. “If someone fills out a form to download an ebook, that’s not a lead. Are they qualified to buy? Do they have the budget? Are they the decision maker? That’s what matters,” she explained.
Her advice to CMOs is to report dollars first. “Focus on the positives of what’s the bottom-line dollar amount, because that’s what your CEO really cares about,” she said. “Then share the learnings of what didn’t work, what is working, and how you’ll pivot,” she added.
A framework for sanity
So how do teams turn scattered tactics into a coherent system? Tiffany offers a simple framework she calls Warm TLC: Traffic, Leads, Convert.
“Right now, companies are probably doing something in all these buckets,” she explained. “They’re running awareness ads, they’ve got demo pages, they’re nurturing. But without a framework, it’s all scattered,” she added.
Her method is to bucket everything systematically: traffic sources, lead-generating activities, and conversion tactics. “Without it, it’s just doing a little bit of everything with no method to the madness,” she said. “But with a framework, you can track, optimize, and actually automate.”
Repurpose, repurpose, repurpose
One of Tiffany’s favorite examples of efficiency is content repurposing. “Squeeze more from what works,” she advised.
“Maybe you started with a webinar or a survey report. That one piece can become podcast episodes, blogs, social carousels, worksheets, or infographics,” she advised.
This approach, she says, saves time, cements messaging, and meets people where they are. “I’m a big believer that people consume content in different ways. Some love webinars, others want the slides, and others want a quick checklist. Repurposing makes you memorable without constantly starting from scratch,” she said.
Audit, cut, align
If Tiffany had to give one piece of advice to a CMO facing layoffs or budget cuts tomorrow, it’s simple: audit first.“You may find you don’t need to spend another dollar—you just need to improve the landing page people get after they click an ad,” she said.
The second step is to cut what isn’t working. “Don’t be afraid. Tell your CEO, this isn’t working, here’s why, and we’re letting it go. They’ll be glad you’re not spending time on things that don’t deliver,” she added.
Finally, alignment. “Sales, product, and marketing have to be connected,” she insisted. “I’ve spent years launching features nobody cared about. If engineering is building things we can’t market, everyone loses,” she explained.
At the close of the conversation, Tiffany summarized her philosophy in one phrase: “My agency is based on this: AI-enhanced, but human-led. That’s the future of marketing.”
