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We just wrapped up the final day at #ANAAFM. Warren Byrum and Lauren Shukla were incredible hosts! A few highlights from today: 🧵

Aaron Riippa (General Mills) walked through how the team built an end-to-end governance structure for over $1B in martech, adtech, and salestech spend. The framework intentionally did not lead with savings as a stated objective, even though savings were the eventual outcome.

The principles aren't prescriptive. They're about how organizations relate to each other through what is one of the most expensive and emotionally loaded processes in marketing.