What’s on the agenda

Wednesday 30 September 2026
Everyman Cinema St. John’s, Manchester

Complimentary breakfast

Customer Marketing at a Crossroads: The conversation CRM teams and Finance aren’t having, but should be.

CRM teams and Finance both want the same thing: profitable growth. The disagreement isn’t there. It’s in what evidence justifies investment, what capabilities are needed to deliver results, and who’s accountable when those capabilities are missing.

We’ll dig into the following, and what actions they point to:

• What proof do CRM teams use as evidence of a successful campaign? What is Finance actually looking for?
• If AI is making CRM teams more efficient, does Finance see a stronger case for investment, or a reason to shrink the team?
• Are CRM teams’ biggest concerns the same things keeping Finance up at night, or are the two sides worried about entirely different problems?
• Do CRM teams rate their own importance to future growth higher than Finance does, or do the two already see eye to eye?
• Finance wants margin protected. Does it prioritise personalisation as the way to get there, or does the investment go elsewhere?
• If Finance sees CRM teams as accountable for turning customer insight into results, does CRM see that outcome as within its control?
• Does Finance understand what investing in a data foundation could unlock commercially? Or does it just see the martech cost?

Panel discussion and Q&A

Hear from a panel of CRM and data leaders in a discussion led by Stuart Russell about what the findings mean in practice. Panellists to be announced.

Networking

Please note that this event is by invitation only. Register your interest by completing the form, and if you meet our selection criteria, we’ll be in touch with further details.