AGENDA CHICAGO

What truly matters when selecting an agency? From team composition to capability, this session will explore the questions clients really need to ask at the RFP stage to find the perfect partner and together cultivate a culture of creative effectiveness

Every CMO wants the C-suite to back their ideas, but what do the budget holders need to hear in return? Join Dow Jones CMO Sherry Weiss for an engaging and dynamic fireside chat exploring how marketing leaders can foster stronger collaboration with their finance and sales counterparts to achieve shared success. From demystifying the role of marketing in long B2B sales cycles to aligning on the metrics that matter most, this session dives into what budget-holding CFOs and revenue-driving CROs need to hear from CMOs to back bold ideas. Expect real-world insights and actionable advice on building trust, proving the ROI of marketing efforts and championing cross-functional collaboration. Walk away with fresh perspectives on navigating budgets, balancing innovation with predictability and staying ahead of trends that are reshaping the relationship between marketing, sales and finance.

In the complex world of B2B marketing, finding the right balance between brand-building and demand generation is a perennial challenge. This panel brings together industry leaders to unpack the B2B funnel and explore where investments truly drive growth. From the enduring importance of trust and loyalty to the measurable impact of lead generation, this session will dive into how to optimize a B2B marketing and sales strategy across the funnel. Whether you’re a brand advocate, a demand-driven pragmatist, or somewhere in between, you’ll walk away with fresh insights and practical tips for maximizing marketing impact in today’s competitive landscape. Join us for a lively discussion on the ultimate question: Is brand or demand the prime mover in B2B success?