Marketers will need to work closer than ever with sales, product, and technology teams

“Cannes Lions 2026 reinforced the growing recognition that marketing is a commercial function, not just a creative one. The best marketers are shaping demand, influencing business strategy, and driving measurable revenue growth. … As customer journeys evolve, marketers will need to work closer than ever with sales, product, and technology teams, to build a proposition that’s optimized for humans, but also agentic audiences.” — Amanda Forrester, SVP, Marketing and Communications, OpenX

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