Marketing Means Business: How to Shape the Marketing Value Narrative, Win the Boardroom, Tame the Algorithm, and Own the Bottom Line
We’re looking at more dashboards than ever, but don’t see eye to eye.
We track more metrics than ever, but disagree on what they mean.
We want to be data-driven, but it takes weeks to get a half-baked answer.
There’s no denying, we as marketeers have gotten really good at buying tools and collecting data. But much to our frustration, that data isn’t giving us the clarity, conviction, or credibility we hoped for. How is it that with so much data, we still find ourselves guessing?
Marketing is one of the most complex and dynamic functions in the business - and one of the least understood in the boardroom. When Sales is in the room reporting on the numbers, everyone listens. When Marketing speaks, we’re expected to justify our existence before we even get to results.
This session is for those tired of defending their seat and ready to change the dynamic.
We’ll unpack a three-part framework on how to transform Marketing from a reactive cost center into the brain behind the GTM operation built around hard-earned lessons from leading cross-functional teams, navigating AI chaos, and fighting through bad data and broken measurement models.
You’ll walk away with solid advice on:
- How to reshape Marketing value narrative and build internal credibility so that Marketing is seen as a driver of GTM, not just a service team
- How to pressure-test your reporting and why AI and automation won't save you without a strong data foundation and a clear strategy (with tips on what to do about it).
- How to align your department with what the business actually cares about and connect marketing programs to pipeline and revenue in a way Sales, Finance, and the C-suite can get behind.
Speakers
More Information
Related Sessions
AI Eats the World
The big four tech platforms spent over $400bn on AI in 2025. How will …The big four tech platforms spent over $400bn on AI in 2025. How will this new platform shift work?How is it most useful?Where will the value capture be and the value destruction?The big four tech platforms spent over $400bn on AI in 2025. How will this new platform shift work?How is it most useful?Where will the value capture be and the value destruction?The big four tech platforms spent over $400bn on AI in 2025. How will this new platform shift work?How is it most useful?Where will the value capture be and the value destruction?Show MoreClick the title to see all details
Building a Sexy Brand in an Unsexy Industry
B2B isn’t boring - it’s human. Behind every buying decision is a perso…B2B isn’t boring - it’s human. Behind every buying decision is a person, and in a world run on relationships, trust, and reputation, the mechanism for growth is the same whether you’re building on LinkedIn or anywhere else: people buy from brands the…B2B isn’t boring - it’s human. Behind every buying decision is a person, and in a world run on relationships, trust, and reputation, the mechanism for growth is the same whether you’re building on LinkedIn or anywhere else: people buy from brands they believe in. In this session, Elfried Samba makes the case for human-to-human brand building as the most powerful growth lever in modern B2B. As paid media becomes more expensive and less reliable, t…B2B isn’t boring - it’s human. Behind every buying decision is a person, and in a world run on relationships, trust, and reputation, the mechanism for growth is the same whether you’re building on LinkedIn or anywhere else: people buy from brands they believe in. In this session, Elfried Samba makes the case for human-to-human brand building as the most powerful growth lever in modern B2B. As paid media becomes more expensive and less reliable, the brands pulling ahead are those that turn attention into trust, trust into community, and community into revenue. Elfried brings first-hand operating experience to the stage. As former Global Head of Social Content at Gymshark, he helped scale one of the world’s most influential community-led brands by turning social audiences into cultural believers. Today, through his agency Butterfly Effect, he works with brands including Netflix, Bumble, Formula E, Square, LinkedIn, Adobe, and Vodafone, helping them build community-powered growth engines that compound over time. Alongside this, Elfried is also one of LinkedIn’s most influential creators, with a fast-growing audience built by applying the same community-first principles in real time - proving that the rules of brand, community, and trust work just as powerfully in B2B as they do in consumer culture. Attendees will leave with a clear, practical framework for community insurance - the signals, behaviors, and habits that help brands defend against volatility, build belief at scale, and grow even when performance marketing stops performing. This isn’t about vibes or vanity metrics. It’s about building trust like a system and capitalising on it.Show MoreClick the title to see all detailsShow More
