The Agentic
CMO.
The age of marketing automation is ending. The era of marketing autonomy has begun.
Second edition. June 2026.
Five anchor concepts.
Five ideas run through the book. They are how I think about a function whose participants now include agents.
Read the prompts →- 01
From automation to autonomy
Why workflow software taught us the wrong lessons, and what an agent on the org chart actually changes.
- 02
The marketing operating system
How to redesign the CMO’s function — strategy, brand, demand, ops — when agents are first-class participants.
- 03
Briefs become contracts
A brief written for an agent is not a brief written for a human. The discipline of specification, replayed.
- 04
Trust, attribution, and the audit trail
Governance for marketing organisations whose decisions are partly machine-authored.
- 05
The leader’s posture
What it means to manage a team you cannot see, that does not sleep, that asks you to be precise.
Francesco Federico.
Global Chief Marketing Officer. Fellow of the Chartered Institute of Marketing. Member of the World Economic Forum's Strategic Communicators Exchange.
- Financial Narrative 50 2025
- The Drum Top 100 B2B CMOs 2025
- CMO to Watch 2025
- FCIM · WEF SCE Standing
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Chronicles
of Change.
Weekly notes on agentic marketing — what is happening, what is being deployed, and what the framework in the book makes of it. No promotions. One email.