In the scale-up world, strategy often changes faster than team structures. And when that happens, customer marketing can become misunderstood, misaligned, or reduced to a tactical task list. In this keynote, Martina shares how she turned that moment of misalignment into an opportunity: redefining and repositioning customer marketing to stay relevant. Expect a candid, practical look at why focus is your most valuable resource and how positioning your function with intent helps you protect it. Because if you don’t define your role, someone else will.