New Year, New Data Playbook: Aligning Marketing and IT for 2026

This event is over.

For years, a data tug-of-war has defined the relationship between Marketing and IT. Marketing pulls for speed, demanding faster access to data for a growing list of tools. IT pulls for control, locking data down to ensure security and governance. The result? A stalemate that leads to endless friction, missed opportunities, and a blame game that helps no one.

Now, the demands of AI and privacy have turned this old struggle into an urgent business risk. The status quo is no longer an option.

It’s time for both sides to drop the rope. The real enemy isn't the other department; it's an outdated architectural model that creates this conflict. This session provides a new playbook for winning together: a unified data foundation that gives marketers the self-service freedom to drive business outcomes, while giving IT the absolute security and governance they require.

when

Start: Thursday, December 11, 2025 at 1:00pm

End: Thursday, December 11, 2025 at 1:30pm

*** NOTE ALL WEBINARS ARE EASTERN TIME ***

Speaker(s)

Eddie Drake, Industry Principal for Marketing and Advertising, Snowflake

With a passion for data-driven strategies, Eddie has spent his career helping brands harness the power of their data to drive ethical growth, enhance customer experiences and cultivate insights. Prior to joining Snowflake, for nearly 20 years Eddie’s work brought significant advancement at several top-tier marketers, where he held leadership roles in data strategy, transformation and marketing effectiveness. He continues to work deeply with marketing trade associations to further the advancement of responsible consumer data privacy practices and technologies, earning him a reputation as a thought leader in the industry.

Florian Delval, Product Marketing Principal for Marketing and Advertising, Snowflake

Florian helps companies make better use of their customer data and AI. With experience in software engineering, technical architecture and product marketing, he bridges IT, data and business to build robust customer experience strategies and technology stacks. Passionate about team growth and innovation, Florian guides organizations through complex digital landscapes to achieve lasting success.