Every team wants better retention, higher adoption, more advocacy. Yet too often, customer marketing operates in a silo—under-resourced, misunderstood, or bolted onto other functions. This session is a practical guide to changing that. Delivered by a seasoned leader who’s built the function from scratch in both startups and global orgs, this keynote walks through the real work of embedding customer marketing where it belongs: at the center of customer growth. You’ll learn how to make the case for investment, map internal influence, and build credibility fast—without relying on vanity metrics or chasing advocacy alone. If you're looking to launch or reframe customer marketing inside your organization, this session gives you the frameworks, language, and metrics to make it stick. Key takeaways include: - How to frame customer marketing as essential to cross-functional growth - A blueprint for securing early buy-in and sustained investment - Smart ways to define success—without falling into the ‘retention-only’ trap - Internal positioning tactics that build trust and visibility across teams