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Learn More About Jim Lecinski

Jim Lecinski is an educator and distinguished marketing and sales executive with over 30 years of experience driving successful business results for major brands by developing and implementing integrated, omni-channel and digital marketing programs. He is fluent in marketing strategy, digital marketing, ad tech, TV, print, outdoor, direct mail, catalog, database marketing & analytics and the applications of artificial intelligence and machine learning in marketing.

Following a notable twelve-year career at Google, where he counseled leading marketers on how to adapt their businesses and marketing to win in today’s new digital world, Jim is now a Clinical Associate Professor of Marketing in the Kellogg School of Management’s MBA program at Northwestern University in Chicago which is consistently ranked as the world’s #1 MBA program in marketing. At Kellogg, Jim teaches popular courses in marketing strategy and omnichannel marketing and was named Kellogg Professor of the Year in 2022.

Jim’s seminal book about the new marketing model, “Winning the Zero Moment of Truth” (Vook Inc, June 2011) known as “ZMOT” (pronounced: “Zhee MAHT”) was published in 2011, and has been read by over 300,000 marketers worldwide and was featured in the New York Times, Advertising Age and Forbes. His latest project, “The AI Marketing Canvas: A Five Stage Roadmap to Implementing Artificial Intelligence in Marketing” (Stanford Business Books, May 2021) published in Spring of 2021 examines how marketers should be implementing machine learning into their marketing toolkit. “The AI Marketing Canvas” has been named both a top AI book and a top business book of 2022.

Jim Lecinski is available to advise your organization via virtual and in-person consulting meetings, interactive workshops and customized keynotes through the exclusive representation of Stern Speakers & Advisors, a division of Stern Strategy Group®.

Jim Lecinski was last modified: March 16th, 2023 by Meg Virag

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Artificial Intelligence For Marketers

Marketers are increasingly hearing about the importance and potential for what artificial intelligence and machine learning might do to transform marketing. In this engaging presentation, Kellogg School of Management professor Jim Lecinski draws from his award-winning book “The AI Marketing Canvas” to explore why many marketers are unclear about what exactly AI and ML are, what it can do for their marketing efforts, and how to get started with these emerging technologies in the first place. Attendees will leave with an understanding of how to create and deliver amazing, highly personalized customer experiences with AI and ML that set their brands apart and help them win.

Building a Successful Omnichannel Marketing Model

The omnichannel is a relatively new concept in marketing, coming to the forefront only within the last decade. In this informative session, Kellogg School of Management professor Jim Lecinski explains the concept and definition of an omnichannel and examines how marketing managers can effectively knit together a collection of marketing channels to deliver customers with a superior, integrated omnichannel experience. Using real-world examples, he’ll describe brands that are delivering successful omnichannel experiences, and will outline the two main elements required to deliver such an experience. Lecinski will explain why transitioning to an omnichannel model is often fraught with missteps, setbacks, and even failures and will articulate some of the managerial implications and imperatives surrounding an omnichannel transformation. Finally, attendees will be provided with a roadmap for the marketing manager wishing to successfully create and operate an omnichannel brand experience.

Lessons for Sales Leaders from Google, and Looking Ahead to the Future of Sales

A former sales enablement and training leader at Google, Kellogg School of Management professor Jim Lecinski will lead an eye-opening session that outlines the 10 vital lessons he took away from his time as a tech executive. Through personal stories and anecdotes, he’ll illustrate the significance of knowing your firm, product and customer, the vital importance of relationships, and why sometimes you just have to say no. Looking ahead to the future of sales, attendees will gain an understanding of the implications of artificial intelligence on sales and how emerging technologies can be harnessed to create new avenues of value.

Praise for “The AI Marketing Canvas”

"This book is mission-critical to marketing today, and to all business decision makers. Marketers can use this book to propel their organization forward―they can and should use this book to be a change agent within their own organization."

Lindsay Saran, Senior Marketing Manager, Google

"Raj and Jim offer a compelling roadmap for CMOs to understand, experience and implement AI at any stage of their marketing journey. This guide provides the framework to build the vision required for C-Suite buy-in and create an actionable cross-functional plan to deliver results."

Jean English, CMO, Palo Alto Networks

"’The AI Marketing Canvas’ presents a clear and compelling argument with practical, proven advice for making AI a real priority in your strategic plans. Read this book before your competition does!"

Richard Guest, Vice President of Brand Communications , Burger King North America

"This book answers the questions you always wanted to ask about AI, with real life examples from companies who have been on the journey and a roadmap that meets you where you are. A definite must-read for every CMO!"

Heather Malenshek, SVP, Chief Marketing Officer , Land O'Lakes Inc

"Definitive reading for every marketer looking to grasp the modern tools of the trade. Raj and Jim have written the textbook on Marketing AI. This book is chock full of easy-to-understand definitions to tools that help put AI in action."

Thomas Ranese, Vice President of Global Marketing , Uber

"’The AI Marketing Canvas’ is part inspiration, part how-to, and part kick-in-the-pants to tackle growth in long-term brand equity by outlining a framework that will delight the customer in today's nuanced and competitive marketplace. A must-read for the modern marketer!"

Dave Schneider, Chief Marketing Officer, Red Wing Show Co.

"A critical read for marketing leaders to use to develop their organizations' use of artificial intelligence and machine learning. Raj and Jim provide a clear, relatable path by identifying the five stages of AI and Machine Learning to develop a strategy and properly progress to the next stage."

Joel Yashinsky, Chief Marketing Officer, Applebee's Grill & Bar

"Strategic marketing drives growth that can only be achieved by delivering truly customer-centric experiences. Marketers now must harness the power of AI and data to scale experiences that convert; this book gives you the foundational knowledge, framework and inspiration to do just that."

Christina Bottis, CMO, Coyote Logistics

"AI is something every marketer thinks they need to use, but don't really know why. ’The AI Marketing Canvas’ does a phenomenal job of demystifying this burgeoning capability and laying out actionable plans that allow AI to be a key differentiator that sets your brand apart. A must read for any marketer that seeks real disruption."

Andrea Brimmer, CMO, Ally Financial

"This is a must-read book for business leaders that want to truly understand the impact AI will continue to have on companies and brands that want to leverage customer centricity as their North Star in driving growth. It is a smart, pragmatic, toolkit filled playbook that allows the reader to turn best practice learning's into implementation moves, now!"

Scott Davis, Chief Growth Officer , Prophet

"Not only do the authors make the case that AI-driven marketing is critical, but also provide a practical and inspirational primer on how marketers can make it work for their business. This book will get any marketer both excited and prepared for the possibilities of AI marketing and eager to jump in!"

Kelly Gillease, CMO, NerdWallet

"Whatever stage in your marketing evolution and digital customer journey, learn how to unlock the value you have already captured using AI to supercharge impact. This powerful yet digestible book gives you a step-by-step guide to take stock by asking the right questions, lay a foundation and get started on execution. Build a roadmap, demonstrate success and get the support and investment you need."

Brett Groom, Chief Marketing Officer , ATI Physical Therapy

"Over the next 10 years, AI and machine learning will transform marketing in ways far more profound than previous technology revolutions. For marketing leaders, recognizing the shift isn't enough. You have to act. This book provides a practical roadmap for getting started and for building sustainable advantage in the face of disruptive change."

Matt Lawson, CMO, Juniper Square

"Through real-world, evidence-based research, Raj and Jim clearly demonstrate that successful implementation of AI and machine learning is going to result in 'winner take all' scenarios. This book is a critical read to ensure that your brand ends up on the right side of that equation – the framework and practical applications that are provided will be additive whether you're at the beginning of this journey or well on your way."

Joe Maglio, CEO, McKinney and Co.

"’The AI Marketing Canvas’ offers a practical, inspiring and grounded guide to leveraging A.I. as an essential tool to increase authentic connection with customers and amplify the impact of marketing today. Spanning numerous categories and useful case studies, this book is an essential read for marketers who want to win today and dominate tomorrow."

Brooke Skinner Ricketts, CXO,