B2B Marketing Futures

E139: Why Alignment Needs an Operating Model

Sales and marketing alignment remains one of the most talked-about goals in B2B, and one of the hardest to achieve in practice. From lead definitions and data quality to attribution, incentives, and ownership, misalignment continues to slow growth and create friction across go-to-market teams.In this episode, senior marketing leaders come together to explore where sales and marketing alignment breaks down today, and what practical frameworks, rituals, and operating models actually help teams work as one. This episode delivers a candid, practitioner-led discussion on building alignment that drives commercial impact, including shared KPIs, ABM operating models, sales-informed messaging, leadership-backed processes, and how to demonstrate marketing’s influence across long and complex buying cycles.Participants:• Elise Cleary, Digital Marketing Manager, Elsevier• Lisa Andreeva, Account-Based Marketing Manager, IFS• Lorenza Fedele, Global Digital Marketing Manager, Robotics, ABB• Phillip Lewis, Senior Marketing Leader, Americas, Hexagon Manufacturing Intelligence

E138: If AI Makes Marketing Easy, Why Is Growth Still Hard?

B2B go-to-market is being fundamentally reshaped by AI, from how buyers discover solutions to how marketing teams create demand, build trust, and measure impact. In this episode of B2B Marketing Futures, senior marketing leaders come together to explore how AI is changing day-to-day marketing work, how the balance between demand creation and demand capture is evolving, and what role brand, trust, and human judgment play in an AI-enabled world.This episode offers a candid, practitioner-led discussion on navigating B2B go-to-market in the AI era, including emerging buying behaviours, the rise of LLM-driven discovery, and the new skills and mindsets marketers will need to stay relevant over the next decade.Participants:• Andrew Soane, Former Director, Global Head of Service Line & Partner Marketing, Thoughtworks• Charlotte Wahlgren, Head of Partner Marketing EMEA, Shopify• Carl Ronander, VP of Marketing, Funnel

E137: Sales and Marketing Alignment

Sales and marketing alignment remains one of the most talked-about goals in B2B and one of the hardest to achieve in practice.In this episode of B2B Marketing Futures, senior marketing leaders come together to explore where sales and marketing alignment breaks down today, and what practical frameworks, rituals, and processes actually help teams work as one.This episode delivers a candid, practitioner-led view of how sales and marketing can move beyond friction to shared outcomes, clearer accountability, and stronger commercial impact.Participants:• Kelli McCabe, Sr. Account Based Marketing Manager, Red Hat• Gary Maggiolino, Senior Manager, Global Marketing Technology, InterSystems• Paul Brienza, Former Growth Marketing Manager, Lloyd’s List Intelligence• Evan Ang, Global Digital Marketing Manager, ABB

E136: B2B GTM in the AI Era

B2B marketers are facing a defining challenge: how do you build winning go-to-market strategies in the AI era, without losing the storytelling, trust, and human connection that truly differentiate brands?In this episode of B2B Marketing Futures, a panel of senior marketing leaders comes together to explore how AI is changing day-to-day marketing, what it means for the balance between brand and performance, and how marketers can stay relevant as technology takes over more execution.From redefining the tension between demand creation and demand capture, to understanding where hyper-personalisation helps versus where it risks creating sameness, this episode offers a grounded look at how AI is reshaping B2B marketing, and why brand, empathy, and credibility still matter more than ever.Participants:• Sydney Sloan, CMO, G2• Paul Taylor, CMO, SS&C Blue Prism• Penry Price, Managing Partner, Charcoal Advisors; Former VP, LinkedIn Marketing Solutions

E135: How to position yourself as a winner rather than a loser on AI?

B2B marketers are facing a defining challenge: how do you use AI to position yourself as a winner, without losing what makes marketing human?In this episode of B2B Marketing Futures, a panel of senior marketing leaders comes together to explore what truly separates marketers who win with AI from those who fall behind. From automating signal detection and operational work to preserving empathy, brand voice, and meaningful customer conversations, this episode offers a grounded, practical look at how AI is reshaping day-to-day marketing and where over-automation can quietly do more harm than good.Participants:• Kirsten van Rooyen, Director of Marketing Strategy, Superside• Steph Wardle, Former EMEA Field Marketing Manager, Hitachi Vantara• Koby Amedume, Former Global VP of Marketing, TeamViewer• Herman Komashko, Director Marketing Technology & Digital Innovation, SafeGuard• Sandra Anderstedt, VP, Head of Marketing & Comms, Sandvik