About

In a climate marked by intense scrutiny on marketing investments and rapid AI integration, CMOs are under unprecedented pressure to prove their seat at the table and surface-level metrics are no longer enough. Boards and CFOs are demanding clear, short-term ROI, and the question is no longer whether marketing drives business impact, but how you prove it.

This session is led by Juliet Machan, Director - Global Audience & Measurement at EY, who has spent four years building the frameworks, systems, and cultural shifts needed to connect marketing directly to sales and business outcomes, tracking billions in marketing-influenced revenue at one of the world's largest professional services organisations.

The discussion will move beyond vanity metrics like impressions and engagement to value metrics tied to pipeline, closed deals, and tangible business revenue and will cover:

- Shifting to value metrics that connect marketing touchpoints directly to closed deals, pipeline, and orders, with practical guidance applicable across organisations of all sizes
- Implementing multi-touchpoint attribution models that capture marketing's influence across long and complex customer journeys
- Quantifying true revenue contribution, from marketing-influenced revenue reporting to defining and tracking comprehensive marketing costs and ROI
- Driving the behavioural and cultural shifts that matter most - the biggest barrier to better measurement isn't technical, it's human

The conversation will be chaired by James Lloyd, Founder, Bowmaker Consulting.

This will be an in-person breakfast, hosted by EY Global.