Transforming CRM from reactive campaigns into scalable lifecycle marketing requires updating both technology and ways of working. In this session, Daniel Forero Molano, Senior CRM Manager at Canon EMEA, shares how Canon restructured its central operations across 34 languages to boost efficiency, collaboration, and performance. Discover how centralising campaign management and integrating MarTech tools streamlined end-to-end delivery. Daniel will show how eliminating manual tasks and applying practical AI automation creates the capacity needed to focus on strategic thinking, personalisation, and always-on customer engagement. Key takeaways: • Operational foundations: Streamline multi-market campaign delivery and resource tracking using Jira and automated workflows. • Strategic capacity: Reduce manual work to free up time for testing, optimisation, and high-value customer marketing. • Always-on engagement: Move beyond one-off campaigns to scalable, data-driven personalised customer journeys.

Automation has made it easier than ever to scale customer touchpoints, but advocacy has never worked on scale alone. The strongest advocate relationships are built over years of genuine investment. This is exactly what's at risk of being squeezed out as teams lean harder on automated engagement to cover more ground. A candid conversation on what it actually takes to build and sustain deep advocate relationships over the long term. Key takeaways: • What separates a transactional advocate relationship from one that lasts years • Where automation can responsibly support advocacy work • How to make the long-term case for relationship investment when short-term metrics dominate reporting