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. In this session, we’ll explore the three critical shifts CMOs must navigate to drive true enterprise value: • Consumers are not making either/or choices, and marketers can’t either. Marketing strategies still rely on sweeping assumptions, leaving groups like Gen X chronically under-marketed to despite controlling trillions in spending. The next pockets of growth will come from seeing what others have oversimplified and building strategies capable of holding these tensions at the same time. • AI isn’t a new channel. It’s creating a new consumer operating model. Agentic commerce is collapsing the distance between intent, discovery, and transaction. Winning requires brands to be legible, differentiated, and trusted by both humans and machines, backed by a data and attribution infrastructure capable of measuring an increasingly complex path to purchase. • The CMO’s real job is closing the valuation gap. CEOs and boards don’t need another short-term marketing metric; they need a credible story about how today’s investment compounds into tomorrow’s growth, resilience, and valuation multiple. CMOs must connect marketing with finance, sales, product, data, and commerce to show how enterprise choices build demand and make the company more valuable.