Digital Transformation & Strategic Leadership

This session explores how a culture of experimentation, empowerment, and continuous learning can unlock smarter, faster, and more resilient organisations.

• Fostering agility at every level: how are leaders cultivating a culture of rapid, evidence-based decision-making to drive transformation forward?
• Learning how real-time analytics and AI enable confident, high-velocity decisions in complex digital environments
• Decoding how decentralised, cross-functional teams can test, learn, and adapt without waiting for top-down approvals
• Harnessing experimentation and “fail-fast” principles to accelerate growth

Agentic transformation is the next phase of digital transformation, and sales and marketing are where it starts. The GTM operating model most B2B teams still use was designed for a world that no longer exists. Demand gen. MQLs. Handoffs. Campaign lists. None of it holds when buying committees now run to ten or more, when intent signals shift in minutes, and when AI agents can do the work that used to fill a funnel.

This session is about how to make the shift.

You’ll walk through the four shifts that define agentic transformation for sales and marketing. Where to deploy agents first. How to retire the handoff without breaking the pipeline. What an orchestration layer actually looks like in production, built on relationship warmth, intent signal strength and deal velocity. How to scope agents against the work humans used to do. GTM engineering as a new discipline alongside demand and revenue ops. Guided Autonomy is the governance model that keeps judgement human and execution agentic.

Sales and marketing leaders who build this will define the next decade. The rest will be defined by it.

Key learning points

•  The four shifts that define agentic transformation in sales and marketing
• How marketing leaders own the orchestration layer, and where GTM engineering fits alongside demand and revenue ops
• What an agentic stack actually looks like in production: agents, a buyer graph, and an orchestration layer
• Guided Autonomy as the governance model for agents in marketing and revenue teams
• A practical scorecard for auditing your own GTM operating model on Monday morning

As AI accelerates content creation, engagement, and campaign execution, it is also transforming the threat landscape facing modern brands. This session explores how the CMO role is rapidly evolving from pure growth ownership to include responsibility for trust, security, and risk.

Through real-world scenarios, we’ll unpack how high-performing campaigns can expose brands to impersonation, scams, and account takeovers, and why traditional marketing operations are no longer enough. Attendees will learn how leading teams are adapting by building “trust infrastructure” across access control, environment monitoring, and automated response.

The session will leave you with a clear framework and practical questions to assess your current exposure, align marketing and security teams, and protect the trust your growth depends on.

As digital transformation accelerates, C-suite leaders must balance technology, strategy, and ethics. Hear from executives using AI and digital innovation to deliver lasting value with people and purpose at the centre.

• Using artificial intelligence to unlock insight, agility, and smarter decision-making at the top
• Balancing transformation speed with responsible governance, transparency, and trust
• Lessons from leaders on aligning people, processes, and platforms to deliver sustainable growth

Hear from Carl McCartney, Global Sales Enablement Director at Les Mills, as he explores how sales and marketing can work seamlessly together to build stronger, more connected brands.

In this session, Carl will discuss:

• How brand and team culture shape consumer messaging, and how Les Mills’ club and instructor culture play a crucial role in delivering consistent brand experiences
• How capability across sales, marketing, and product teams translates into consistent, high-quality commercial conversations and stronger commercial outcomes
• How consumer experience and digital transformation influence modern B2B marketing strategies, and why this evolution matters more than ever
• How to unite teams across the entire consumer journey to deliver a seamless, personalised experience that strengthens brand trust and long-term loyalty

Every marketer is fighting the same battle: producing content that ranks, converts, and sounds human, while AI-driven search (AEO) reshapes discovery and traditional SEO gets harder by the month. The irony is that the best raw material for all of it is sitting in what your customers already want to tell you.

Primary research used to mean six-figure budgets, months of waiting, and a PDF that gathered dust. That world is gone. Today, brands can have real conversations with hundreds of customers in days, at a fraction of the cost, and the output isn’t just insight. It’s content. This session covers how to turn customer conversations into a content pipeline that actually performs:

• Why customer language outperforms keyword-stuffed copy in both traditional SEO and AI-powered search (AEO), and how to extract it systematically
• How leading B2C and B2B brands are using primary research to fuel blog content, social, sales enablement, and thought leadership, not just reports
• Moving from research as a quarterly project to continuous customer intelligence that feeds your content calendar in real time
• A practical framework any marketing team can adopt, regardless of budget or team size, to make customer voice a standing input to content, not a one-off
• Real-world examples of brands that turned research into a measurable revenue driver through content

Attendees will leave with a repeatable playbook for making customer conversations the foundation of their content strategy.

To stay competitive, leading organisations are redesigning their structures, processes, and cultures around the customer journey- not internal hierarchies.

• Discover how to align structure, strategy, and systems around customer value rather than traditional silos
• Learn how data and journey insights can uncover friction points and shape better end-to-end experiences
• Explore ways to decentralise decision-making and let teams act on real customer needs in real time
• Decode how leadership, incentives, and digital tools can embed empathy, agility, and collaboration

This session explores how innovation, data, and storytelling converge to create marketing transformation programs that build trust, loyalty, and long-term value.

• Discover how marketing innovation is shaping more personalised, human-centred digital engagement.
• Leverage insights to craft narratives that inspire, connect, and build authentic brand loyalty.
• Empower customers as collaborators in product creation, purpose, and storytelling.
• Harness AI, automation, and analytics while maintaining transparency, empathy, and sustainable impact.

Explore how B2B leaders can use Revenue Operations as a strategic framework to modernise their organisations, align teams and drive scalable growth.

• How leaders redesign processes and structures for unified, customer-centric revenue operations
• Cross-functional alignment using leadership tactics to break down silos and create shared accountability across sales, marketing and customer success
• Data-driven leadership using CRM, automation and AI to improve visibility, forecasting and strategic decision-making
• Driving cultural & organisational change by leading teams through digital transformation, upskilling talent and fostering a high-performance RevOps culture