Why Your Marketing Org Chart Is Already Obsolete with Dom Colasante, Founder of 2X

Most CMOs are trying to solve an operating model problem with a job posting. Dom Colasante is the founder of 2X, and he has spent the better part of a decade helping B2B companies run marketing, sales, and customer success as one system. Following 2X's acquisition of KnownWell, he is betting the company on what he calls the human agentic go-to-market model. This model involves expert teams and AI agents fused so tightly you cannot tell which is which. In this rapid-fire conversation, Dom joins Sydney Sloan to explain why asking the same people to own both strategy and execution suboptimizes both, how to sort every piece of go-to-market work into three buckets, and why the single most common mistake he sees right now is a CMO hoping one expensive hire will rewire the whole function. This episode is part of a partnership between The B2B CMO Project and 2X.  Jump Into the Conversation: (00:00) Why 2X is betting on human agentic go-to-market (01:57) Why the go-to-market org chart is finally breaking down (02:36) What happens when one team owns both strategy and execution (05:46) Inside the human agentic operating model and the KnownWell acquisition (07:52) Why every workflow should have both human and AI in it (09:22) Door one versus door two and why growth beats efficiency (12:13) The three buckets of go-to-market work (15:14) Where to start and the honest talent conversation (17:46) The mistake CMOs are making with the single go-to-market engineer Key Takeaways One team owning both strategy and execution suboptimizes both. Strategy shrinks to what that team can personally execute, and execution never gets the full best practice treatment because the same people are busy thinking. Dom's fix is specialization of labor, with the two groups still on one team and the integration point on collaboration rather than day-to-day work. Once you split them, the marketing, sales, and CS silos stop mattering as much. Execution across all three is largely the same motion, and so is strategy across all three. Find a buyer, activate a buyer, or get a buyer to love the product more. That is what makes the converged org chart workable. Deconstruct the work into three buckets before you touch the org chart. To succeed, you need to divide your work into three different categories: what you must be the best in the world at, what you delegate to a partner to execute using best practices, and what you automate through systems. The work you personally own should account for only 10% to 20% of your total workload, and mastering that critical slice is what creates leverage and drives the success of everything else. The efficiency framing is the wrong ask. Given a choice between halving cost for the same output and holding cost while doubling output, Dom's read is that nearly every CEO takes the second door. Pitch the human agentic model as a growth argument, not a cost argument. An agentic operating model is a discipline, not a person. Hiring one go-to-market engineer runs a six-month search, produces someone who needs a team around them, and often ends in turnover a year later with the goal unmet. The same $250K buys tech, partners, expertise, and projects together. Standout Quote "When the same group of people, the same individuals, the same department is doing both strategy and execution at the same time, it sub-optimizes both." - Dom Colasante  Guest Links LinkedIn: https://www.linkedin.com/in/domeniccolasante/ 2X website: https://2x.com/ Mentioned in This Episode KnownWell (acquired by 2X): https://knownwell.com/ Lisa Cole: https://www.linkedin.com/in/lisacole01/ More from The B2B CMO Project Website: https://www.b2bcmoproject.com/  LinkedIn: https://www.linkedin.com/company/b2bcmoproject/  Jon Miller: https://www.linkedin.com/in/jonmiller2/  Sydney Sloan: https://www.linkedin.com/in/sydsloan/  More Episodes: https://www.b2bcmoproject.com/podcasts