This is an invite-only roundtable.

As B2B marketing becomes ever more complex, leaders are being asked not just to generate leads, but to transform their organisations into account-based businesses where strategy, metrics, and cross-functional alignment centre on high-value accounts.

This roundtable brings together senior marketing leaders to dive into the real challenges and strategic pivots required to lead that transformation. Align marketing, sales and customer success around shared account plans and joint metrics. Learn and share with each on how to:

• Reallocate budgets and reshape team structures to support account-based models
• Gain buy-in from executives and boards (and prove ROI along the way)
• Apply frameworks, benchmarks and tools that have been tested in market not theory to drive change
• Build skills and mindsets within teams to move from campaign centric thinking to account centric growth

Share your stories: what’s worked, what’s stalled, and what emerging practices are unlocking value.