The keynote before explores how marketers can take greater control of growth. This session builds directly on that conversation and goes a level deeper.
Because today, the issue isn’t usually marketing performance. It’s the go‑to‑market system that surrounds it. Across B2B, organisations are applying AI to fragmented processes, disconnected data, misaligned teams and inconsistent customer journeys. The result isn’t acceleration, it’s noise at scale, and it’s becoming exhausting.
The brands pulling ahead aren’t the ones producing the most campaigns or the most content. They’re the ones where the entire GTM model moves in sync, with marketing acting as the integrator of strategy, data, technology and activation.

In this keynote, Fiona McKenzie reveals why AI is now widening the gap between aligned and fragmented organisations, and why the next era of growth will belong to CMOs who operate as system thinkers, not functional leaders.

You’ll learn:

• Why AI makes alignment more important, not less
• The hidden breakdowns inside today’s GTM models
• How system‑thinking CMOs unify strategy, data, tech and activation
• What it takes to architect a modern, buyer‑led, AI‑ready GTM engine
• The practical steps to move from fragmented → connected → orchestrated → optimised
• Because AI won’t fix your go‑to‑market problems, but a system‑thinking CMO will.