Faced with shrinking budgets, rising expectations, and an endless stream of internal requests, marketing leaders need a better way to decide what their teams should do, improve, test, and stop.

In this session, Dana Schmidt will introduce a practical operating framework for connecting business priorities to marketing investments. Attendees will learn how to evaluate work based on audience and organizational impact, allocate limited team capacity, manage competing internal demands, and replace output-focused planning.

After this session, attendees will be able to:

• Categorize work according to what should be run, improved, tested, or retired.
• Make resource tradeoffs visible and defensible to stakeholders.
• Establish a repeatable cadence for planning, execution, and learning.