With 78% of CEOs banking on CMOs to drive growth (McKinsey), the pressure is on to turn full-funnel marketing into a clear, defensible budget allocation for both brand and margin. AI-driven disruption, economic volatility, and mounting board scrutiny are only tightening the squeeze. This opening keynote sets the tone for the day by naming the trade-off explicitly rather than pretending it doesn't exist. Marta will unpack why traditional short-term vs. long-term framing no longer captures the full picture. The session will present a lens for how top-performing CMOs are reframing the conversation with their boards, turning a defensive position into a strategic one. Key takeaways: • A framework for distinguishing decisions that trade long-term brand health for short-term wins from those that don't • How to reframe board conversations around growth and durability, not growth or durability • Early warning signs that short-term pressure is quietly eroding long-term brand equity