So “figure out AI” just landed on your desk.
A GOOD GIRL'S GUIDE TO AI
A plain-language playbook for the Marketing Operations and Revenue Operations teams who have to make it work. Written by operators who run AI inside live Marketo and Salesforce instances every week.
BEFORE AI CAME ALONG
Things were already pretty tough
The data is a known problem
Duplicate records, half-filled fields, and an MQL definition three people on the team would argue about
Your team is already full
The work that pays the bills fills the week. AI showed up as one more thing, with no new headcount.
The vocabulary is a lot
Agents, MCPs, tokens. Most of it is simpler than it sounds, and nobody wants to be the one who asks.
The stack grew without a plan
Tools bought, piloted, and never turned off. Many of them still don’t talk to each other.
We spent the year in client instances and conference hallways, expecting to feel behind. We came away with the opposite impression. What people describe on stage is bigger than what most teams actually run. Everyone is figuring this out at the same time, and the teams pulling ahead started with their data.
You’re less behind than you think.
WHAT’S INSIDE
Sixteen pages you can act on Monday
Hallucination, agents, MCP and vibe coding, explained the way we explain them on client calls, with what each looks like inside a real engagement
01 Four terms, minus the vendor framing
Nine questions to answer before you buy a single tool. There’s no score. You get a clear read on where to start.
02 The mirror check
03 From assessment to motion
A four-step path where foundation work and quick wins run at the same time, so you never wait for a clean slate.
04 Campaign operations, at every level
List management, pre-send QA, intake, program builds and performance analysis, mapped from a skill an operator runs to a process that runs end to end.
Lean teams, global teams, and a 300- person security company with 13 go-tomarket tools and no trustworthy read on its funnel.
05 Four case studies
06 The enablement menu
Six practical sessions for teams who want to build the muscle themselves.
FROM THE CASE STUDIES
20 min
A Marketo instance audit that used to take 10 to 20 hours, after we connected skills through the Marketo MCP.
40+
Checks on every send from a live pre-send QA skill that saves close to half a day a month.
7 → 1
Sources of truth, down to one funnel leadership trusts, for a security company running 13 go-tomarket tools.
The person holding the AI mandate
WHO IT’S FOR
Marketing Operations and RevOps leaders who got the AI mandate stacked on top of a full roadmap. Demand gen leaders and CMOs who need AI to touch pipeline, and who want a plan grounded in their own data.
WHO WROTE IT
People who do the work
EMMIE Collective’s AI Studio embeds Marketing Operations and Revenue Operations experts into your team. They know Marketo, HubSpot and Salesforce on day one, so there’s no learning curve. This guide is the approach we run with clients, written down so your team can use it with or without us in the room.
Start with the mirror. Then ship one thing.
Sixteen pages of plain language and real examples, free to download. You’ll know where your team stands before your next planning meeting.