This panel digs into what it really takes to build a customer-first organisation, one where Product, Sales, CS, and Marketing operate as a single system rather than competing kingdoms. Speakers will share how they’ve built tight feedback loops between teams, unified KPIs around customer value, removed handoff friction across the lifecycle, and created genuine shared accountability for outcome, not just activity. If you’re tired of “alignment” being a talking point rather than an operating reality, this session will offer practical examples of how leaders turned cross-functional intent into measurable customer impact.

Join a small, expert-hosted discussion focused on the challenge or opportunity most relevant to you. Share your perspective, compare notes with peers facing similar realities, and gain practical feedback you can apply immediately. Multiple discussions run concurrently, so you can choose the table that best matches your priorities and take part in a focused, high-value exchange. Discussion topics: • Scaling your start-up CS function with CMMI-style maturity principles • AI in CS: Upskilling and working alongside AI tools • Sustainability in CS: Embedding impact-driven practices into your team • Demonstrating measurable financial returns on CS investment when Sales and Product are often prioritised (Elvis Bottega)