Your 2027 Marketing Charter: Defining Marketing’s Role in the Age of AI

What is marketing responsible for now—and would your CEO, sales leader, and marketing team give the same answer?

Before you decide which workflows to automate or what your 2027 team should look like, there’s a bigger conversation to have. If people across the business can use AI to create content, research customers, and execute campaigns, what is marketing’s role? What should the function own, where should it lead, and how should its value be measured beyond the volume of work it produces?

Join Conor Coughlan at CyberMarketingCon to tackle that uncertainty head-on. We’ll explore how to build a marketing charter: a shared agreement on marketing’s purpose, priorities, responsibilities, and measures of success that reflects what your business needs—not competing assumptions about what marketing does.

We’ll dig into how to align your CEO, executive peers, and team around the outcomes marketing should drive, where accountability is shared, and what resources those commitments require. How do you distinguish opportunities for AI-enabled efficiency from unrealistic expectations? Make the case for strategy, customer understanding, and differentiation—not just faster execution? And prevent “AI makes this easier” from becoming “marketing can now do everything”?

We’ll also explore charters at different scales, from defining the entire marketing organization’s mandate to clarifying the responsibilities of a team, function, or major initiative. Whether you’re a solo marketer working with a founder or leading a larger organization, the goal is an agreement you can use to make decisions, evaluate requests, and revisit expectations as the business changes.

Don’t build your 2027 plan around an unspoken—or outdated—definition of marketing. Help your company agree on what it needs marketing to be.