HARDWICK

B2B marketing leaders are facing a new kind of organisational tension. Teams are expected to move faster, create more content, adopt AI, and prove commercial impact — often with leaner structures, fragmented workflows, and increasing pressure on governance and brand trust.
 
At the same time, the shape of the marketing team itself is changing.
Is it a fractional CMO leading a network of specialists?
An in-house agency supported by offshore production hubs?
A senior marketing manager orchestrating freelancers and AI agents?
Or something entirely new?
 
In this session, Roland explores the creative paradox of AI — why the more marketing scales through automation, the more important human judgment, creativity, and operational design become.
 
Drawing from enterprise marketing environments and real-world operating models, this session unpacks how CMOs are redesigning teams for agility, embedded collaboration, and scalable execution — without losing strategic alignment or the human element that builds trusted brands.

In this session, you’ll learn:

• The new shapes of modern B2B marketing teams
• Why many traditional org structures are breaking under AI pressure
• How CMOs are using embedded teams, freelancers, offshore hubs and AI together
• What scalable, human-led marketing operations actually look like
• How to improve agility without sacrificing governance or creative integrity
• Why the future of marketing may be less about headcount — and more about orchestration