1) From Silos to Story: Creating consistent messaging across the organization. When organizations align around a shared narrative, they make content creation, campaign execution, sales enablement, and CX more effective. We'll discuss building alignment across diverse teams, balancing enterprise consistency with business flexibility, and operationalizing messaging. Ellen Silveira, Philips 2) MarOps: A growth lever or an operational expense? Everyone in the organization has a different view. That misunderstanding has budget consequences. Explore the actual cost of underinvestment in MarOps infrastructure, and what's at stake when the whole organization isn't aligned on what the function does. Gillian Barbieri, Qt Group 3) MarOps governance for high impact teams. The CIO owns the rails. The CMO owns the outcomes. AI has created greater pressure than ever on MarOps to be the connective tissue between them. We will discuss how high-performing teams are combining deterministic processes with generative AI, backed by metrics both sides trust. Gillian Hinkle, former Salesforce 4) Customer intelligence: How do we move from research and synthetic audiences to action? Synthetic audiences promise efficiency over traditional research. But the real question is whether AI predicts real behavior. Our job? Find out where synthetic audiences earn trust, where they don't, and how to pair them with real customer data to build a faster insights engine. Shoeb Shaikh, Lenovo