Winning Buy-In: The Biggest Challenge in MarTech

Join us for MarTech London on Wednesday, 4 March, from 6:30pm at Mercure London Hyde Park, where we’ll explore how MarTech leaders are tackling one of the industry’s biggest challenges: securing and sustaining stakeholder buy-in and executive sponsorship.

Building and maintaining executive sponsorship is critical to unlocking MarTech value, yet it remains one of the toughest hurdles organisations face.

In this session, guest speaker Ed Ryan from Nisbets will share practical lessons from his experience securing sponsorship, including what’s worked, what hasn’t, and the key insights he’s learned along the way.

What You’ll Learn
Ed will share practical insights drawn from real-world experience, exploring how MarTech leaders successfully secure and sustain executive sponsorship to unlock long-term value.

You’ll gain actionable insights on how to:

• Build compelling business cases that resonate with senior stakeholders
• Secure and maintain executive sponsorship to support MarTech initiatives
• Navigate organisational challenges and competing priorities
• Apply proven lessons and practical approaches to accelerate stakeholder buy-in and impact

During this evening, sponsored by Dexata, VWO / AB Tasty, explore how leading organisations are overcoming sponsorship barriers, building internal momentum, and driving measurable MarTech success.

RSVP now to connect with fellow MarTech professionals and leave with practical ideas you can apply straight away.

Speakers

Ed Ryan | LinkedIn
Group Head of Customer Insight, Nisbets

About his talk: "Navigating the Challenges of Getting Buy-in"

In this session, Ed will share his experience navigating one of the biggest barriers to MarTech success: securing and sustaining stakeholder buy-in. Drawing on real-world examples, he’ll explore the practical strategies, lessons learned, and common pitfalls organisations face when building internal support for data and MarTech initiatives. Attendees will leave with tangible approaches to influencing stakeholders, building momentum, and demonstrating value to drive lasting impact.

About Ed: Ed Ryan is Group Head of Customer Insight at Nisbets, where he leads customer insight and performance strategy across the UK, Europe and ANZ markets. With over a decade at Nisbets, Ed specialises in customer segmentation, marketing effectiveness, and leveraging data to improve customer experience and commercial outcomes. He has played a key role in advancing the organisation’s data and MarTech capabilities, helping to demonstrate measurable ROI and drive stakeholder buy-in for transformation initiatives.

Maxime Carenton | LinkedIn + Special Guest from AB Tasty
Head of Strategic Accounts, VWO

About their talk: “How do you build buy-in for experimentation when priorities compete and confidence is fragile?”

Drawing on cross-customer insights, this session with Maxime Carenton, Head of Strategic Accounts at VWO, and a special guest from AB Tasty, explores the most common objections teams face when driving experimentation programmes, how successful organisations build internal alignment, and what’s changed when it comes to securing confidence and consensus at scale. Expect practical lessons, recurring patterns observed across organisations, and a forward-looking perspective on navigating buy-in challenges in an evolving experimentation landscape.