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 customer experience more effective. We will discuss building alignment across diverse teams, balancing enterprise consistency with business flexibility, and operationalizing messaging as a strategic capability. Ellen Silveira, Director of Brand & Strategy at Philips 2) MarOps: A growth lever or an operational expense? Everyone in the organization has a different view. That misunderstanding has budget consequences, especially as companies tighten spending and assume AI can replace the function. 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, Director of Marketing AI & Operations at 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 Director of Product Marketing at Salesforce 4) Customer intelligence: How do we move from research and synthetic audiences to action? Shoeb Shaikh, Global Head of Campaigns & Strategic Programs at Lenovo