WEDNESDAY, JANUARY 6, 8:30am - 9:30am -
Marketing is often expected to own brand, leads, pipeline, content, customer insight, sales support and sometimes revenue; without clear agreement about where its accountability begins and ends.
In this session, we’ll explore what marketing should own, what it should influence, and what must be shared across leadership, sales and customer-facing teams. We’ll examine how unclear ownership creates missed handoffs and unrealistic expectations and discuss ways to create better alignment without adding more meetings or complicated processes.