The Iceberg Problem: Why AI Won’t Fix Foundational Gaps in Your Marketing

AI isn’t just accelerating marketing, it’s exposing how much of our go-to-market motion is built on outdated assumptions.

In this session, Vanessa Thompson (Twilio) breaks down how modern marketing leaders are rethinking everything from lead scoring to campaign execution in a world where constraints are disappearing. Instead of layering AI onto legacy systems, the best teams are asking a more fundamental question: why does this process exist in the first place?

We’ll explore what it takes to challenge the status quo, redesign workflows from the ground up, and build a marketing organization that’s optimized for outcomes, not just efficiency.

Expect candid insights, real examples, and a fresh perspective on what it actually means to be “AI-driven” today.