What happens when marketing stops being a support function and starts driving revenue?

In this episode, Carlota Feliu, Head of Marketing at HP, shares how modern B2B marketing is evolving — closer to sales, closer to customers, and much closer to impact.

Carlota unpacks the blurred line between ABM and demand gen, the real meaning of marketing-sales alignment, and how AI is (and isn’t) changing how we work. If you're a marketing leader or aspiring to be one, this conversation is packed with hard-won insights from inside a global org navigating change.

You’ll learn:

→ Why ABM and demand gen are two sides of the same strategy

→ How marketing earns its seat at the revenue table

→ What it takes to build real alignment between marketing and sales

→ How AI can help solve problems without adding noise

→ A simple framework (3Rs) to keep brand, relationships, and revenue in balance

→ Advice for emerging marketing leaders in today’s revenue-driven climate