Welcome to MarTech Summit Boston 2026. We will start with an overview of the day's agenda, followed by a brief icebreaker session designed to help you connect with peers and share your goals and challenges.

Most marketing teams are still reporting on metrics that don't move the boardroom. Proxy measures, fragmented channel data, and attribution models disconnected from real purchasing behaviour mean leaders are optimizing for outputs that don't map to business outcomes — and losing executive credibility in the process. This fireside brings together a consumer data lens and an operational measurement perspective to examine what it actually takes to evaluate marketing performance against real outcomes. The conversation will cover how to connect signals across digital, CRM, eCommerce, and sales into a coherent story — and how to build the data trust and governance foundations that make that story stick with leadership. You'll leave with: - A sharper view of which KPIs executives actually use to make investment decisions, and how to reorient reporting around them - A practical framework for identifying the audience segments where incremental growth is most likely to come from: heavy buyers, lapsed users, competitor shoppers - Principles for aligning audience definition, campaign execution, and measurement to the same underlying data so optimization reflects real business results

Your CFO wants a 20% cut in MarTech spend. Your pipeline, customer experience and data quality still need to deliver. So, what do you cut... and what could you regret losing? In this peer-led, interactive session, you and fellow marketing leaders will tackle a realistic MarTech challenge: a $730K stack, eight tools with competing costs and benefits, and a $146K savings target. Some platforms are underused. Others overlap. And a few may be doing more for growth than the numbers suggest. In groups, you'll work together to decide what to keep, cut or change. Compare perspectives, challenge assumptions and weigh the risks as you build a savings plan that protects marketing performance, not just the budget. You’ll leave with fresh perspectives on assessing MarTech investments, stronger arguments for the decisions you make, and ideas you can take back to your own team.

As the day comes to a close, join our Chairperson for a wrap-up session that ties together key takeaways, emerging trends, and the most impactful insights from the event.