One major shift in data-driven marketing campaigns in five years

Product and marketing teams will merge performance ownership within five years. Eddie Patzsch from Optimove predicts this transformation as AI reduces organizational silos and product-led growth demands tighter integration between customer acquisition and product experience. The discussion covers how zero-party data collection requires cross-functional collaboration between marketing and product teams for effective implementation. Patzsch outlines the strategic shift from historically strained product-marketing relationships toward unified performance accountability in enterprise B2B organizations.

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