Strategy First: The Key to Smarter Marketing

Behind every successful marketing campaign is a solid strategy. But too often, teams jump straight into execution without a clear plan.

In this session, Kathy Madzey, VP of Marketing at Textron Aviation, digs into what it really takes to build a smart, effective marketing strategy today. From setting meaningful goals to aligning tactics with business outcomes, you’ll learn how to move beyond reactive marketing and build a plan that drives real results.

You'll walk away knowing how to:

• Define clear, measurable marketing objectives
• Align your strategy with business goals
• Identify the right channels and tactics (and what to skip)
• Create a roadmap your team can actually follow
• Avoid the common pitfalls

Whether you’re building a strategy from scratch or refining what you already have, this session will give you practical frameworks and insights you can start using right away.