As MarTech stacks grow more complex, teams need stronger foundations, not just more tools. In this session, Tom Capone will explore how templatization can help marketing organizations create consistency, scale effectively, and set themselves up to make better use of AI and emerging agentic capabilities. Drawing on his experience managing a complex multi-environment martech operation, Tom will share a practical perspective on how teams can think about standardization, planning, and operational readiness in ways that apply across different platforms and business structures. You'll leave with: - A practical framework for identifying where templatization can create the most leverage in your current stack and planning processes - A clearer picture of how standardization at the team and process level sets the foundation for effective AI adoption, not just efficiency gains - Concrete principles for building operational consistency that travels across platforms, business units, and what comes next