ANA CMO MarTech Mastery Series: Securing C-Suite Alignment
This event is over.
Marketing technology only delivers value when it has the full confidence and commitment of the C-suite. Yet many CMOs still struggle to move MarTech conversations beyond budgets, tools, and tactical KPIs, and into the language of enterprise growth, efficiency, and competitive advantage.
In this MarTech Mastery Workshop, led by senior partners from McKinsey’s Marketing Technology Practice, participants will learn how to reposition the MarTech stack as business-critical infrastructure, not a marketing expense. This session explores how high-performing CMOs earn executive trust, align priorities across Finance, IT, Sales, and Data leadership, and build shared accountability for MarTech outcomes.
Designed for both marketing leaders and practitioners, the workshop goes beyond theory to examine the real dynamics that shape executive decision-making, including competing incentives, conflicting success metrics, and organizational silos. Attendees will learn how to translate MarTech investments into outcomes that resonate with each C-suite stakeholder, from revenue growth and operational efficiency to risk management, security, and ROI.
Participants will leave with:
- A clear framework for aligning CFOs, CIOs/CTOs, CROs, CDOs, and CEOs around a shared MarTech vision
- Practical techniques for shifting conversations from marketing metrics to enterprise value
- Guidance on establishing cross-functional governance, shared scorecards, and decision-making models
- A personal action plan they can apply immediately to improve executive alignment on their MarTech roadmap
This workshop is ideal for CMOs, MarTech leaders, marketing operations professionals, and cross-functional partners who want to move faster, invest smarter, and lead marketing technology as a true business capability, not in isolation, but in lockstep with the C-suite.
Agenda
Facilitators
Robert Tas, Partner, McKinsey & Company
Robert Tas has more than 25 years’ experience in marketing, brand, measurement and media and is a pioneer in the internet digital media industry. The clients he serves are primarily in consumer, retail, eCommerce and financial services. Robert is a leader in the Marketing & Sales Practice where he leads the Marketing for Efficiency (MEG) service line. Robert looks at the world from a customer point of view. From this starting point, he helps CMO’s CIO’s and CEO’s reimagine their operations and transform the customer experience.
Previously, Mr. Tas was the chief growth officer for 1800Flowers.com, leading a complete marketing rebuild through centralizing all marketing capabilities from media, creative, digital, analytics, and loyalty. He was also CMO of Pegasystems, managing director and head of digital marketing at JP Morgan Chase & Co., and founder and CEO of media and technology company Sportgenic.
Sean Flavin, Partner, McKinsey & Company
Sean Flavin is a Partner at McKinsey & Company with more than 30 years of experience leading large-scale digital, e-commerce,and marketing transformations for Fortune 500 companies. Sean partners closely with C-level executives to transform people, processes, and technology, frequently delivering $100M+ in measurable impact. He also leads McKinsey’s global Digital Marketing Operations & Technology practice, a 300-person organization driving transformations across GenAI, e-commerce, digital marketing, and marketing technology. Prior to McKinsey, Sean held senior leadership roles across leading agencies and enterprises, building deep expertise in marketing technology, digital platforms, and large-scale program delivery.
Expert Panelists
Cathy Hayes, Head Digital Trust, Novartis Pharmaceuticals Corporations
Cathy Hayes is a senior leader in Marketing Technology and Digital Trust with deep experience driving commercial transformation in the pharmaceutical industry. She currently leads MarTech Product Strategy and serves as Chief Product Owner for Digital Trust, focusing on building scalable, trusted, and AI-ready marketing capabilities.
Cathy brings a unique blend of clinical and commercial expertise. Trained as a Clinical Psychologist, she practiced for more than a decade before transitioning into pharma, where she has held progressively senior roles across sales, marketing, commercial operations, and product management. Her work spans omnichannel strategy, product-led transformation, and enterprise capability development.
Known for her passion for innovation and operational excellence, Cathy has led large-scale digital initiatives, including advancing omnichannel engagement models and modernizing marketing platforms and processes to support precision at scale.
Outside of work, Cathy is actively involved in nonprofit leadership and enjoys travel, golf, and exploring new food experiences.
Paul Lambson, AVP of Consumer Technology, Northwell Health
Paul is a customer-centric data and technology professional, currently a AVP of Consumer Technology at Northwell Health. Paul has led strategy, analytical and technical teams and has introduced methods of data science and operations research at travel, transportation and healthcare firms.