ANA CMO MarTech Mastery Series: Building a Modern Content Supply Chain
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As customer expectations accelerate and personalization becomes table stakes, CMOs are under increasing pressure to deliver more content, in more formats, across more channels, without sacrificing quality, speed, or brand coherence. Achieving this requires more than better tools. It demands a modern content supply chain that connects people, processes, data, and technology into a unified, strategic capability.
In this session, you’ll learn how leading brands are rethinking content operations as a scalable system, not a series of disconnected creative workflows. We’ll unpack what it really takes to build a content engine that can support real-time personalization, shorten production cycles, and deliver consistent experiences across global markets.
Liana Cave, Head of Marketing Technology at Dell, will provide a practical roadmap for installing the core building blocks of a modern content operation. She’ll outline the critical components, organizational structures, foundational capabilities, sequencing steps, and operational principles that enable brands to evolve from manual, channel-specific production to an integrated, data-informed content ecosystem.
What You’ll Learn:
- The essential components of a modern content supply chain
- How to structure and sequence the transformation, where to start, and what to build next
- How to align creative, marketing, and technology teams around shared operating rhythms
- How modern content operations enable personalization, governance, and brand consistency at scale
- Why a well-built content supply chain becomes a strategic growth lever, not just an operational upgrade
Whether you’re modernizing your content operations or preparing to scale personalization, this session will give CMOs and content leaders a clear path forward.
Related Content
Agenda
Facilitator
Liana Cave, Head of Marketing Technology, Dell
Liana Cave is an accomplished marketing technology leader with deep expertise in content orchestration, DAM/MAM systems, and digital asset strategy. As Head of Marketing Technology at Dell, she oversees the platforms and workflows that enable Dell’s marketing teams to deliver consistent, relevant, and scalable content across channels. With over fifteen years in the digital content space, Liana has driven transformation through technology, metadata strategy, and cross-functional collaboration. Known for balancing technical precision with creative vision, she excels at turning complex systems into everyday tools that amplify brand storytelling and improve customer experience.
Expert Panelists
Liz Silliman, Partner, McKinsey & Co.
Liz co-leads McKinsey’s client service on AI in Marketing, serving consumer, retail, and tech clients on this and related topics. She has spent 10+ years building MarTech stacks, embedding algorithmic personalization into marketing organizations, and optimizing eCommerce performance. Her recent research and publishing has focused on how companies can evolve in the era of AI Search.
Ken Madsen, Chief Marketing Technologist, Ascendis
Ken Madsen is a pioneering force in marketing technology, shaping the landscape with his visionary approach. Often referred to as the “Martech Whisperer,” Ken serves as the Chief Marketing Technologist at Ascendis, where he drives strategy, partnerships, and M&A activities, propelling MarTech advancements for brands and agencies.
Ken helps brands do more than implement martech—he helps them reimagine it. He partners with bold C-suite leaders to architect intelligent, human-centered systems that align teams around customer desire and decision journeys. His work goes beyond tools and tech stacks. It’s about unlocking the mindset shift required to drive transformation: surfacing the friction that holds marketers back, designing frameworks that accelerate change, and empowering talent to lead with clarity and adaptability. This is how he turns martech into a growth engine—not just a capabilit