You are not a marketer.

At least, I’ll contend you shouldn’t be—not solely a marketer, anyway. At our best, we can be officers of growth, with a meaningful seat at the table, helping to power our businesses forward.

Now more than ever, we have the data to unearth transformational insights. Using concrete examples, I’ll show how we’ve able to partner with the most senior leaders across our business by reframing discussions toward how value is truly created.

We understand which products are disproportionately likely to lead to further sales. We can show with precision which interactions actually made your customer less likely to purchase. We can clearly demonstrate the patterns and paths in your customers’ journeys (hint: they probably don’t look how you think they do).

Anyone can talk about growth—but a marketer has data and insight and a perspective on value. If you’re not having those conversations, there’s a good chance your organisation may be making radically sub-optimized decisions. That knowledge brings with it real authority — the authority to claim your seat at the table as a true growth leader and to start helping shape your company’s future.

In this session you’ll get:

• Insights from how we’ve been able to elevate the marketing function at IBM—a Fortune 100 company with more than 400K employees and 5,500 marketers—into an engine focused on growth

• Strategies for gaining credibility with senior stakeholders

• Questions to help unlock real value for your business

• The roles and skills needed to power a growth department