All 2026 Conference Sessions

Gartner Marketing Symposium/Xpo dives deep into key topics for CMOs and marketing leaders around marketing strategy, customer experience strategy, marketing analytics, data management and more, helping you tackle your organization’s most critical challenges.

2026 Conference Theme

Build What’s Next: Marketing Leadership in the Age of AI

Technology and shifting customer engagement are redefining marketing’s future. CMOs must lead strategic, structural and cultural transformation to drive growth and build trust. The future is being decided now — be the one who shapes what comes next.

Explore our conference sessions below, all developed with this theme in mind.

View track descriptions to ensure you select sessions that best fit your needs.

 

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Monday, 11 May, 2026

10:45 AM - 12:15 PM BST

CMO Circle Workshop: How to Use OKRs to Drive Marketing Performance
Amy Abatangle, VP Analyst, Gartner
Objectives and key results help CMOs focus their teams on what matters most by combining strategic prioritization with accountability for effective execution. Join this workshop to learn when, how and why to use OKRs. By the end of the workshop, you will have drafted your primary marketing OKRs that you can cascade with your team. ... Show More Show Less

11:00 AM - 11:30 AM BST

How B2B Demand Gen Leaders Must Adapt Planning for AI and the Advent of Microcampaigns
Jenifer Silverstein, VP Analyst, Gartner
AI is transforming B2B demand generation with microtargeted, personalized campaigns delivered faster and more flexibly. In this session, we'll uncover the key actions that demand generation leaders must take to evolve their campaign structures, budgeting cycles, channel mix selection and content creation to embrace dynamic planning and optimization — ensuring continued performance and relevance. ... Show More Show Less

11:00 AM - 11:30 AM BST

Signature Series: 2026 CMO Spend Survey ─ Key Insights to Shape Your Marketing Strategy
Ewan McIntyre, VP Analyst, Gartner
Gartner’s 2026 CMO Spend Survey reveals how AI is transforming marketing budgets, customer journeys and channel strategies. Join this session to discover the top findings, understand the challenges facing CMOs and learn Gartner’s recommendations for adapting your marketing strategy in a rapidly evolving landscape. ... Show More Show Less

02:30 PM - 04:00 PM BST

CMO Circle Research Discussion: From Vision to Value: Operationalizing Your AI-Powered Marketing Organization
Kristina LaRocca-Cerrone, VP, Advisory, Gartner
As AI adoption accelerates, CMOs face mounting pressure to translate technological potential into tangible business outcomes. Yet, the path to ROI is difficult to navigate. Join this session to learn what a realistic vision for an AI-powered marketing organization looks like, how to move beyond technological-focused change to harness strategic, structural and cultural opportunities, and how to manage the multiyear transition process for reshaping marketing roles and workflows. ... Show More Show Less

02:30 PM - 03:00 PM BST

How to Use AI for Marketing Strategic Planning
Amy Abatangle, VP Analyst, Gartner
Effective marketing strategic planning balances the art of the possible with the science of the probable. In competitive global markets, where uncertainty and rapid change are the norm, CMOs who harness AI, predictive analytics and synthetic data will gain a decisive edge. Join this session to explore best practices that drive marketing-led growth. ... Show More Show Less

04:00 PM - 04:30 PM BST

Transform Buyer Personas With Analytics to Uncover What Truly Drives Engagement
Nina Maj Fjordvald, Sr Director Analyst, Gartner
Product marketing, demand generation and sales often develop separate buyer personas based on static and hypothetical data that do not reflect actual buying behaviors. Join this session to learn how to use analytics to define shared personas that represent "real-world" buying groups and the behaviors of decision-makers and influencers, streamlining GTM efforts throughout the buying journey. ... Show More Show Less

04:00 PM - 04:30 PM BST

Unify to Win: The Rise of the Strategic GTM Orchestrator
Rahim Kaba, VP Analyst, Gartner
Static, siloed GTM strategies no longer work in today’s dynamic market. Product marketers must step into the role of strategic GTM orchestrators — adapting GTM strategies with real-time market signals and cross-functional alignment. This session explores how product marketers can harness the power of data and AI to gain influence and enable rapid go/no-go decision making and unified execution. ... Show More Show Less
Tuesday, 12 May, 2026

10:30 AM - 11:00 AM BST

How Account-Based Marketing Should (and Shouldn't) Be Measured to Drive Success
Jenifer Silverstein, VP Analyst, Gartner
As ABM programs grow in importance, B2B marketers face a critical challenge: traditional metrics and attribution models often fall short. Join this session to discover why legacy metrics are insufficient for ABM, how to adopt marketing-influenced metrics that reflect both marketing and sales touchpoints, and how to spot leading indicators of ABM success in the context of long, complex buying cycles. ... Show More Show Less

10:30 AM - 11:00 AM BST

Signature Series: What Genius Brands Show About Emerging Digital Marketing Best Practices
Matt Moorut, Sr Director Analyst, Gartner
Gartner benchmarked over 1,000 brands on their digital marketing performance this year, with only the top 3% earning the distinction of “Genius.” In this session, we’ll reveal what these standout brands are doing differently and explore what their strategies can teach us about emerging digital marketing best practices for the years ahead. ... Show More Show Less

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“Gartner Marketing Symposium/Xpo offered highly valuable insights, presentations and perspectives which really provided specific actions to drive a positive change in our marketing strategy and implementation.”

Julie Juhl Kindberg
Head of Marketing and Communications, Cintrica Energy

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