Twilio's CMO Scrapped His 2026 Plan in One Month

What happens when your next customer isn't even human? Chris Koehler is the CMO of Twilio, and his 2026 marketing plan lasted exactly one month before AI agents forced him to rethink everything. In this conversation, Chris gets real about why planning horizons have collapsed from years to weeks, what happens when AI agents — not humans — are doing the buying, and why brand might matter MORE in an AI-driven world, not less. Chris Koehler is the Chief Marketing Officer at Twilio, a $5B+ customer engagement platform. Previously, he led marketing at Box and helped build the analytics engine at Adobe. Key takeaways: • Why using AI to speed up bad processes is the wrong move — you need to reimagine them entirely • The agent buying continuum: SEO → AEO → human-to-agent → agent-to-agent • Why brand awareness becomes MORE critical when agents do the discovery • The 'frozen food vs pizza' framework for the future of software • How to stop feeling paralyzed: the quadrant exercise he uses to prioritize AI initiatives Follow Chris on LinkedIn: linkedin.com/in/ckoehler/ Learn more: twilio.com Chapters: 00:00 Meet Chris Koehler, CMO of Twilio 01:44 The Healthy Tension Between IT and Marketing 02:44 Planning in Weeks, Not Quarters 04:40 The Rise of Asynchronous AI Work 07:22 Unlearning 30 Years of Marketing 11:37 Frozen Food vs Pizza: The Future of Software 14:07 Content Scarcity to Content Abundance 15:51 Could AI Agents Fix the Privacy Problem? 17:11 The Agent Buying Continuum 22:12 The Tsunami Most People Can't See 24:40 How to Get Embedded in LLM Recommendations 26:33 Does Brand Matter When Agents Are Buying? 31:01 Measuring Success When You Can't Track Anything 33:12 The AI Agent Webinar Experiment 36:44 What Events Look Like in 2029 42:48 How Chris Curates AI Intel Daily 46:22 Advice for Paralyzed CMOs 49:01 Lightning Round ---- Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

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Twilio's CMO Scrapped His 2026 Plan in One Month is an episode from Marketing Trends by Mission.

This episode is 00:52:22 long.

This episode was published on Apr 15, 2026.

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