How might your marketing strategy change if you could prove—with shared baselines and benchmarks—which efforts truly move the needle, and which don’t?

Anaplan CMO Jim Freeze explains how AI is evolving marketing workflows, elevating creative focus, and tightening the link to measurable outcomes. He details how his team sets explicit productivity goals and uses AI to support content development, enabling marketers to spend more time on strategy, creativity and smarter channel-mix decisions. He also dives into measurement fundamentals with practical advice leaders can act on now: establish transparent targets, align on baselines and industry benchmarks, and report progress regularly.

The conversation also emphasizes tighter alignment with sales, stronger finance fluency for marketers, and preparing for the AI-driven search that will reshape content and site strategy.