Buyability: Getting the Board Onboard with Brand Investment

The single biggest impediment to B2B CMOs being able to invest in creativity is not being able to articulate the value of creativity in the boardroom. This session solves that problem.

Three exclusive research projects launch at the Summit, revealing how to make the business case for creativity:

- Chief financial officers back “buyability” – but struggle with traditional brand campaigns. New data shows how to reframe creative investment in language finance leaders understand (LinkedIn & Ipsos).

- High buyability campaigns drive long-term brand growth – quantifiable proof that creative effectiveness translates to business results (LinkedIn & WARC).

- Measuring willingness to buy – exclusive research unveils the core elements of buyability that win deals and earn chief financial officer credibility (Bain & Company).

Leading CMOs then discuss the findings and share how they’ve navigated the creativity challenge – connecting bold creative work to measurable business growth in the boardroom.

• How CEOs and CFOs actually evaluate brand investment — and why Buyability reframes brand as a system for reducing decision risk rather than building abstract awareness?
• How CMOs can adopt Buyability to secure executive belief, board backing, and sustained investment in B2B growth?
• How to communicate repositioning brand as an investment-worthy growth strategy that builds belief, confidence, and consensus across complex buying groups?