What transforms marketing from a support function into a growth engine?
In this episode of the iTech Series Fireside Chat, Patricia Harris shares powerful insights on how modern marketing leaders are reshaping go-to-market strategies in today’s complex B2B landscape. Patricia explains how buyer behavior has evolved, why traditional linear funnels no longer apply, and how marketing teams must orchestrate experiences across the entire customer lifecycle. She also discusses the growing role of AI in scaling personalization, the importance of blending brand and demand strategies, and how marketing leaders can build a culture that encourages experimentation and learning.
This conversation offers practical insights for marketers, CMOs, and growth leaders looking to drive measurable business impact while navigating modern buyer journeys.
Key Takeaways
- Understanding marketing’s shift into a core go-to-market engine.
- Recognizing non-linear B2B buyer journeys and multiple decision-makers.
- Blending brand awareness with demand generation for growth.
- Leveraging AI to scale marketing personalization efficiently.
- Encouraging experimentation while normalizing failure across teams.
- Adopting a strategic leadership mindset focused on revenue growth.
