The Wedding

The Hidden Edge Club has announced The Wedding, an event examining one of the most discussed and frequently misunderstood relationships in modern B2B organisations: the alignment between sales and marketing.

While executive confidence in this relationship remains high, with many C‑suite leaders reporting strong alignment between their commercial teams, buyer experience data continues to tell a different story. A significant proportion of customers still encounter inconsistency across the buying journey, an issue that is becoming more visible as AI reshapes how organisations engage, automate, and scale.

As buying journeys grow more complex, traditional indicators of alignment are being questioned. Metrics such as the MQL, once seen as a cornerstone of sales and marketing collaboration, no longer guarantee trust, momentum, or revenue impact. Dashboard alignment does not always translate into seamless execution in the real world.

The Wedding is positioned as a structured exploration of these tensions, focusing on what genuinely reconnects sales and marketing at an executive level. The discussion centres on what needs redefining, what may need retiring, and what must be rebuilt to support engagement, performance, and sustainable growth.

In an environment where surface level alignment is no longer enough, the event reflects a broader shift toward rethinking how commercial teams collaborate in practice, not just in principle.