Chandar Pattabhiram, CMO at Coupa sheds light on the difference between AI and Machine Learning and their future use-cases in marketing departments.  He advocates for their use in steps of the buyer’s journey far beyond acquisition (where 87% of B2B marketing spend is focused today). Successful marketing teams are driving higher lifetime value within their existing customer base by leveraging AI and driving alignment in additional areas like Adoption Marketing, Cross-Sell Marketing & Advocacy Marketing.