The traditional boundaries of marketing are disappearing.

Customer acquisition, CRM, data, automation, brand, product experience, revenue operations and AI increasingly overlap, yet many organisations still manage marketing as an isolated communications function.

This creates a gap between marketing activity and commercial accountability.

In this session, Marcelo Goudard examines how the role of the modern CMO is evolving from managing channels and campaigns to designing an integrated commercial growth system.

The discussion covers organisational design, measurement, customer lifecycle, capital allocation, technology, cross-functional leadership and the growing importance of AI-enabled operations.

Rather than asking how marketing can generate more activity, the session asks a more useful question: how should marketing be designed if its ultimate responsibility is sustainable business growth?

Target audience: CMOs, marketing directors, growth executives, founders and senior business leaders.

Preferred format: 15 minute talk, followed by Q&A.

Suitable for: marketing leadership, CMO, growth, digital transformation and business strategy events.

No specific technical requirements.