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Chapter 2 of 3: Lay the Underpinning  ·  April 2026 Edition

Build the Foundation
for Your AI-Ready
Marketing Machine

How to build a Brand OS, run a team diagnostic, and turn your marketing function into something that actually scales — with or without more headcount.

For CMOs & VPs of Marketing  ·  Marketing leaders building scalable systems  ·  Founders who want more than busy work
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Read it now — free.

No paywall. No course upsell. Just a practical framework from someone who’s built this from scratch.

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What You’ll Learn

Stop reacting.
Start building a system.

Most marketing functions run on heroics and tribal knowledge — which means they don’t scale, and they definitely don’t get better with AI. This resource gives you the building blocks to change that.

01
Brand OS — What it is, why it matters, and how to build one that AI can actually use — including the six documents every team needs before touching a model.
02
The Team Diagnostic — A structured way to find where your marketing function is leaking time, momentum, and signal — before you layer AI on top.
03
The Marketing Machine — How to design a system that compounds over time instead of resetting every quarter. What to build, in what order, and why sequence matters.
04
A Practical Phase 1 — The exact starting points for teams who want to move fast without wiring around the wrong foundation. No transformation required.
Build Your Brand OS ebook cover
What’s Inside — 10 Sections

The system,
piece by piece.

01Why Marketing Functions Stop Scaling
02What a Marketing Machine Actually Is
03The Team Diagnostic
04Brand OS: What It Is and Why It Matters
05The Six Documents Every Team Needs
06Building Brand OS Without a Rebrand
07How AI Uses Your Brand OS
08Designing the Machine: Inputs, Loops, Outputs
09What to Build First (and What to Ignore)
10Phase 1 in Practice: A 90-Day Map
Ebook preview
Anne-Marie Goulet, Swim Club
Written by
Anne-Marie Goulet
Founder, Swim Club  ·  Former CMO & GTM Leader

I’ve spent 15 years building and scaling revenue systems at Salesforce, Shopify, and WordPress Enterprise. I left the CMO seat to get back to the craft — building, testing, getting first-hand experience with AI in a way most people at my level have moved away from. This resource is what I wish someone had handed me two years ago.

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Read it.
It’s free.

No paywall. No pitch. If you’re trying to build a marketing function that actually scales, this is where to start.

Get Instant Access

Read it now — free.

Join CMOs and marketing leaders who are building the machine.

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