The promise of AI-powered marketing has reset what the board and the CFO believe is achievable. Targets are up. Timelines are shorter. The expectation of doing more with less has never been louder. But for most enterprise marketing teams, the budget didn't scale with the ambition - and the pressure to deliver is compounding fast. This panel brings together senior marketers navigating that tension in real time. The conversation will challenge a commonly held assumption: that the problem is resources. In most enterprise environments, the real constraint isn't budget. It's orchestration. Disconnected tools, siloed data, duplicated capability and AI investments that don't talk to each other are quietly consuming the budgets that should be driving growth. The teams closing the gap aren't spending more. They're connecting better. What you'll learn: - Why the AI budget problem in enterprise marketing is predominantly an orchestration problem — and how to diagnose where the waste and disconnection are actually occurring in your own stack - How leading enterprise teams are rationalising their AI investments, removing duplication and building connected systems that deliver more from existing spend - How to reframe the budget conversation with the CFO and board — shifting the narrative from cost and tooling to infrastructure, capability and compounding return