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The MarTech Governance Outlook Webinar
Marketing is moving faster. The systems supporting it aren’t. We conducted proprietary research to examine how enterprise marketing teams are adapting to AI-driven campaign creation, and where risk is emerging. AI adoption is rising quickly, pushing teams to create more campaigns, more often, with fewer manual steps. But speed alone doesn’t scale. Approval timelines, governance complexity, stakeholder scrutiny, and compliance pressure determine whether acceleration survives the back half of the workflow. In this session, we’ll unpack what the data reveals, and how modern marketing teams must adapt.
Inside the ResearchWe’ll walk through the full findings from The MarTech Governance Outlook, including:
Campaign creation & workflow reality
- Why review dynamics — not workflow steps — constrain speed
- How approval timelines shift as organizations scale
- The “expectation gap” between leadership mandates and execution realities
AI adoption & governance maturity
- How AI is changing campaign velocity
- Where governance maturity lags behind adoption
- Why AI accelerates draft creation — but governance determines throughput
Compliance, risk & error impact
- How errors trigger heavier review processes
- The compounding “scrutiny loop”
- Why governance maturity is associated with lower error incidence
