S 02 | Ep 13 The Human in the Loop : Why Great Marketing Still Needs One Randy Wootton has spent his career at the intersection of content , marketing , and revenue growth , holding CEO roles at three SaaS companies and building his career at places like Salesforce , Percolate , and Seismic . In this episode , he brings that experience to bear on one of the most persistent tensions in B2B business , the gap between marketing and sales . In this episode , Randy traces the evolution of content marketing from its social media roots through the rise of content orchestration platforms , and explains why the promise of true sales and marketing alignment has so rarely been fulfilled . He argues that the problem is structural , rooted in separate budgets , disconnected tech stacks , and a fundamental mismatch between what different types of marketers are actually built to do . His take is that the companies getting it right tend to be the ones where marketers are working in tight pods directly alongside sellers , rather than operating at arm ' s length through dashboards and reports . He also shares a pointed view on where content is headed , as AI drives the cost of creation toward zero and LLM optimization replaces traditional search as the new battleground for brand visibility .