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UID:987509573-20260309T134500Z@b2bmarketing.exchange
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SUMMARY:Marketing Means Business: How to Shape the Marketing Value Narrative\, Win the Boardroom\, Tame the Algorithm\, and Own the Bottom Line
DESCRIPTION:We’re looking at more dashboards than ever\, but don’t see eye to eye.\nWe track more metrics than ever\, but disagree on what they mean.\nWe want to be data-driven\, but it takes weeks to get a half-baked answer.\nThere’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? \nMarketing 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.\nThis session is for those tired of defending their seat and ready to change the dynamic.\nWe’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. \nYou’ll walk away with solid advice on:\n\nHow to reshape Marketing value narrative and build internal credibility so that Marketing is seen as a driver of GTM\, not just a service team\nHow 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).\nHow 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.
LOCATION:Breakout 1: Luna 1-3
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