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 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