From MarTech Chaos to B2B Growth Engine
John Hardy and Robert Tas explained how high-performing B2B organizations turn fragmented martech stacks into integrated systems that drive measurable revenue
John Hardy of the ANA and Robert Tas of McKinsey & Company introduced a new B2B marketing technology (martech) playbook built on global CMO research. They outlined how leading organizations align marketing and sales, integrate martech systems, and use data and AI to orchestrate account-based journeys that drive pipeline and revenue growth.
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