Most marketing teams don't have a system. They have a stack. The tools are there. The dashboards are running. But when the market shifts... or the budget tightens... or the team restructures, the whole thing wobbles. Because what's holding it together isn't a system. It's momentum. AI didn't change this problem. It made it more expensive to ignore. In this session, Andy Weiss draws on frameworks built and stress-tested across multiple B2B growth inflections to make the case that MarTech ROI isn't determined by the tools you choose. It's determined by the operating logic underneath them. You'll leave with: - A diagnostic to tell the difference between a real marketing system and a well-organized playbook - The mental models that hold up at inflection points when tools and tactics stop being enough - A framework for evaluating MarTech decisions by the system they strengthen and not the features they promise