Special Working Teams
B2B: KEY PRIORITY
Establish the marketing function as a critical driver of business growth within B2B organizations by institutionalizing globally recognized, evidence-based best practices that are anchored in modern “buyability” principles and are made-ready for B2B’s AI/agentic future.
SMC: KEY PRIORITY
Identify and address the unique challenges and opportunities for driving business growth among small to mid-sized companies.
B2B
BUSINESS-TO-BUSINESS
2026 Initiatives
The Council will champion this initiative, ensuring full accountability for closing the gap for a $20 trillion marketplace opportunity and delivering measurable impact.
- Over the next 12 months we will create a playbook that positions B2B marketers as orchestrators of value across the customer journey. The playbook will use plain English and real examples and case studies to outline how value is defined and created, in a way that sales, finance, and product counterparts in B2B organizations can use.
- The playbook will feature the GCG’s B2B “Buyability” model. This integrates brand and demand, focuses on the account/opportunity, and explains how meeting the social and emotional needs of buying groups can be put into practice. This will deliver a guide to driving business growth and revenue pipeline a “zero-click,” AI-powered B2B market.
SMC
SMALL TO MID-SIZE COMPANY
2026 Initiatives
Recognizing that innovation must scale across all sectors, the Council committed to ensuring AI-driven growth is accessible to every organization.
- Elevate marketing’s role from functional support to strategic growth partnership for smaller enterprises.
- Ensure that AI solutions are practical, affordable, and effective across organizations of all sizes.
- Beginning in 2026, embed the SMC initiative within each of the six Growth Council teams to enable shared learning and application.
B2B4H CO-CHAIRS
SMC TEAM LEADERS
DEAN ARAGON
CEO & Vice Chairman at Shell Brands International AG
JANN SCHWARZ
Senior Global Director, Head of The B2B Institute
AMY GATH
Vice President, Marketing & Strategy at Formica Corp
JASON MORROS
VP, Head of Integrated Marketing at Edison Properties
LEADERS
Greg Boosin, Chief Marketing Officer at Equitable
Jennifer Chase, Chief Marketing Officer and EVP at SAS
Toni Clayton-Hine, Chief Marketing Officer at EY Americas
LYNN PINA
CMO at GeoBlue
SHILEEN WEBER
VP Mareketing at Beneficient
Anne Kawalerski, Global CMO at Bloomberg Media
Kathy Seegebrecht, Vice President, Americas Region at UL Solutions
Erika Serow, Partner and Chief Marketing Officer at Bain & Company
B2B
TEAM MEMBERS
SMC
TEAM MEMBERS
Tara Agen HP
Raymond Ahn PGIM Investments
Kirsten Allegri-Williams Optimizely
Kate Ardini John Hancock
Terry Atkins BNI
Gary Augustine Van Drunen Farms
Vincent Bahk Fidelity Information Services
Michael Betz McKinsey & Company
Bill Borelle Pitney Bowes
Lauren Boyman KPMG
Todd Brezler Mitsubishi Power
Kevin Briody Center for Creative Leadership
Michael Brooks Ferguson Enterprises
Mary Ellen Brown Nextdoor
Quentin Butcher Vietnam Veterans of America
Suzanne Cafferty PCTEL
Athena Campos Case Construction
Chris Carrier Reliance Worldwide Corporation
Jennifer Chase SAS Institute
Toni Clayton-Hine Ernst & Young
Frank Cooper III Visa
Ryan Craig Amerisure Insurance
Kristy Cunningham Bright Horizons Family Solutions
Americo de Campos Silva Shell Brands International
Jennifer Dionne Bath Fitter Franchising
Marc Felsen Octave Music Group
Katherine Fowler Kryton International
Narine Galstian SADA
Jason Gantner Nelson Schmidt
Amy Gath Formica Corporation
Dan Goldstein AVIXA
Becky Graninger Feed the Children
George Hammer Tripadvisor
Suzy Hays C Spire
Sheila Holman United States Postal Service
Joanna Irwin Randstad USA
Leigh Jervey Yahoo!
Ann Kawalerski Bloomberg Media
Brent Korte Ameritas
Heather Malenshek Land O’ Lakes
Rahul Malhotra Shell Brands International
Leslie Marcus Polen Capital
Rob Markey Bain & Company
Alan Marks ServiceNow
Ann McGarry Securian Financial Group
Linda McGovern Knauf Insulation
Zara Mirza GE
Victoria Morrissey Ferguson Enterprises
Portia Mount Trane Technologies
Lally Narwall Nelson Schmidt
Daniel Nelson, Jr Nelson Schmidt
Emily Pachuta Invesco
Kristin Petrick Orion Advisor Solutions
Lynn Pina GeoBlue
Lance Porigow The Shipyard
Matt Preschern Forcepoint
Alissa Randall Step Up for Students
Gianfranco Rosolia Octave Music Group
Win Sakdinan Twitter
Lynn Schlesinger Forbes
Kathy Seegebrecht UL
Kevin Sellars PING Identity
Alannah Sheerin Campari America
Kristi Shafer The Boston Consulting Company
Kate Sibbern Avenue5 Residential
Vijay Singh Guy Carpenter & Company
Denis Sison Independent
Jennifer Slawson Scotiabank
Jim Stadler First Midwest Bank
Kelsey Sullivan Principal Financial
Vito Svans Nextdoor
Meiling Tan Waymo
Gayle Troberman iHeartMedia
Marten van Pelt Plante Moran
Meredith Verdone Bank of America
Sumit Virmani Infosys
Mark Welling Waterford Institute
Jenn Whelan Yahoo!
Julia White SAP Global
Rob Whitney Univar Solutions
Kyra Whitten Flex
Jeffrey Wilson Citizens Bank
Michael Zuna Cetera Financial Group
TJ Abramas Hyatt Corporation
Iwona Alter The Habit Restaurants
Jennifer Anaya Ingram Micro
Isabel Atherton SunnySky Products
Lynn Blashford White Castle
Bonnie Brannigan
Kalmbach Feed
Kimberley Bremer
Kiss Products
Maria Budet Miami-Dade Beacon Council
Thomas Burkhardt Marchon Eyewear
Quentin Butcher Vietnam Veterans of America
Susan Can Operation Smile
Ryan Casey TeamHealth
Phyllis Caudill Christian Appalachian Project
Yumi Clevenger-Lee Quest Global
Gianna De Caro Soli Organic
Christy DeSantis
Crohn's & Colitis Foundation
Jennifer Dionne Bath Fitter Franchising
Keith Domalewski Just Born
Neil Frauenglass Visit Philadelphia
Amy Gath Formica Corporation
Kristin Giarrusso
Kiss Products
Ryan Gillespie Sartori Cheese
Steve Gisondi
Dorman Products
David Gitter Strut Cares
Kate Godbout Scholl’s Wellness
Melanie Griesser Blistex
Rebecca Grimm Eastern Bank Corp.
Lisa Hake Great Clips
Deborah Hannah Stride Inc.
Chris Hartley
Blue Rhino
Dan Hickle
Icelandic Provisions
Lenny Hirsch Avrio Health
Maria Hokanson DQ
Judy Hollander Visit Orlando
Erica Jensen NMDP
Ellen Junger Helzberg Diamonds
Soyoung Kang
eos Products
Dan Kleinman
Deutsch Family Wine & Spirits
Brent Korte Ameritas
Matt Kreuger GoNetspeed
Jason Levine PIM Brands
Dona Lucas Joni and Friends
Ann McGarry Securian Financial Group
Andrew McKechnie AIR COMPANY
Rod McKenzie Frame My TV
Jason Morros Edison Properties
Christy Nagle CleanChoice Energy
Peter Neiman Municipal Credit Union
Jason Partin Gorilla Glue
Steve Pawl Glen Raven
Daniel Petre Solaris Paper
Pam Piligian Navy Federal Credit Union
Lynn Pina
GeoBlue
Nicole Portwood Salad and Go
Greg Revelle Cap Hill Brands
Amy Rosier Poudre Valley REA
Kevin Sellars Avalara
Andrea Sengara Campari America
Sabrina Sexton
Arthritis Foundation
Kristi Shafer American Licorice
Kate Sibbern Avenue5 Residential
Lola Soyebo Harris
Alpha Residential
Manos Spanos SunnySky Products
Judy Sroufe Standard Textile
Janice Tennant Merrell
Jayson Tipp Playa Bowls
Angelia Vang Dakota Supply Group
Tommaso Visentini Pharmavite
Kristin Vitek
Baldwin Richardson Foods
Keli Walbert Horizon Therapeutics
Nicole Watson Crown Laboratories
Shileen Weber GWG Holdings
Shileen Weber Beneficient
Christina Wegner
Volrath
Rob Whitney Univar Solutions
Tracy Wood Musco Family Olive Co.
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