AI, shiny new martech, and whatever just came out in the latest Gartner report are reshaping marketing faster than most teams can adapt. But bolting on new tools, techniques, and technology without addressing how work actually flows doesn't help us adapt; it only amplifies the chaos. 

In this session, agile marketing expert Andrea Fryrear will show marketing leaders how to design a future-proof marketing operating system that can weather whatever storms are on the horizon. Attendees will learn how to focus their operational improvement efforts, shut out the noise, and align strategy, teams, data, and AI to scale marketing's impact without burnout or getting trapped on the transformation treadmill. 

After this session, you’ll be able to:

- Diagnose whether new AI and martech investments are accelerating value or amplifying dysfunction -- and identify the systems gaps holding your teams back.
- Apply a practical operating-system framework to decide what not to adopt, creating focus and protecting teams from tool sprawl and low-ROI experimentation creep.
- Design a repeatable model for integrating AI into planning, prioritization, and execution, so innovation becomes sustainable instead of episodic.
- Create the conditions to scale operational excellence, including clear ownership, smarter workflows, and decision-grade data, without adding headcount or complexity.