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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.

His reasoning: leading with savings would demotivate marketing stakeholders. The ANA and 4As published our joint pitch principles, which I had the chance to walk through with Matt Kasindorf, Mark Hudson (Walgreens), and Donna Wiederkehr (Wiederkehr Balloon Academy).