What happens when one marketing organization has to win over two very different audiences? This panel explores how teams can bring B2C and B2B marketing together under a single, unified function without losing the distinct strategies, experiences, and buying journeys each audience requires. Hear from marketing leaders navigating the realities of shared teams, resources, data, technology, and goals.

• Where B2C and B2B strategy must stay separate. Messaging, channels, and sales cycles versus where infrastructure can be shared
• Structuring a unified team so specialized B2C and B2B expertise doesn't get diluted
• Measuring marketing's revenue impact when one team serves two very different funnels
• Where budget and headcount tension shows up first when one function serves two audiences
• What actually changed in the first 12 months of unification: what worked, what had to be rebuilt

Years of "got a problem, buy a tool" have left most stacks with overlapping platforms, duplicate customer data, and no clear owner for the whole picture. Now AI investment is adding new line items while Finance and IT are asking harder questions about return. This boardroom brings marketing leaders together to share how they're consolidating deliberately, cutting what's redundant, protecting what teams depend on, and building a case the CFO and CIO will sign off on.

• Deciding what to cut, what to keep, and what AI can replace in the stack
• Who sits at the table: dividing stack ownership between Marketing, IT, and Finance
• Setting realistic productivity expectations for AI investments
• Building the business case leadership actually approves, and keeping it on track after launch

Brand partnerships look great in a press release, but the real story is what happens before and after the handshake. In this fireside chat, Brian Reames, Vice President Sales & Marketing, Duvel Moortgat USA Ltd, and Kevin Green, Director of Promotional Partnerships, Fandango, pull back the curtain on one specific deal: how it came together, what nearly derailed it, and how they knew it was working. Expect a candid, no-slides conversation for marketing leaders weighing partnerships as a channel in their own growth mix.

• Discuss how the partnership came together: who initiated it, and why it made sense for both brands
• Learn what it took to secure internal buy-in, from budget approval to cross-functional alignment
• Explore how the deal was structured operationally, including co-marketing, media, and data-sharing components
• Measuring partnership success in both revenue and brand terms, and reporting it back to leadership