In the 2025 Brand-to-Demand Maturity Study conducted by ANA and Stein, two of the most significant challenges marketers reported in unifying brand and demand are investment allocation and outcome measurement. How much to invest in brand? How much in demand? How best to measure outcomes to provide a feedback loop to optimize investment and make an ROI-based case for the optimal investment levels. Leaders in thought and action take the stage to provide strategies to close the loop.

Marcelo Amstalden Möller
Vice President, Global Branding, Marketing and External Communications
Wolters Kluwer

Kate Rundell
Director, Global Central Marketing (CMO)
Amazon Business

Moderator
Tara Fusco
Global Vice President, B2B, WPP Media & WPP B2B Council Co-Chair
WPP