As organisations strive to turn marketing into a true growth engine, aligning sales and marketing across the customer lifecycle has never been more critical. At The MarTech Summit Madrid 2026, we’re delighted to feature Emma Sands, Head of Marketing Operations Studio at Straumann Group. With extensive experience in healthcare and B2B marketing, Emma specialises in translating strategy into scalable, revenue-generating campaigns. She will join the Panel Discussion | [Driving Revenue Through Alignment] Integrating Sales & Marketing Across the Customer Lifecycle, where she will share how organisations can move from siloed handoffs to shared ownership and measurable impact.
About Straumann Group
Straumann Group is a global leader in dental solutions, specialising in implant dentistry, orthodontics, and digital dentistry technologies. With a strong focus on innovation, precision, and customer-centric solutions, the company operates in over 100 countries, supporting dental professionals with advanced products and services. Straumann continues to invest in digital transformation and integrated marketing strategies to drive growth and enhance customer experience across global markets.
Quick Q&A with Emma Sands
Could you please give us a quick introduction of yourself?
Hi, I’m Emma. I’ve been in Spain for nearly 30 years and have been working in the healthcare sector for a great deal of that, mainly with B2B audiences.
I sit between marketing strategy and operational reality – which means I spend my days translating intention into business impact through well-orchestrated, scalable revenue-generation campaigns.
I lead Global Marketing Operations Studios, where we focus on supporting teams from around the globe in driving the right campaigns to the right audiences, growing our business and trying to make collaboration feel a little less like herding cats 😊
Why did you choose to participate in this summit?
I joined the MarTech Summit because it’s a great space to exchange real experiences with people facing the same challenges – connecting marketing, technology, and business impact. I’m especially interested in sharing lessons from our transformation journey while learning how others are using MarTech, data, and AI to drive smarter, more connected customer experiences.
In your transformation journey, what has been the most impactful change in improving collaboration across the customer lifecycle?
The biggest shift has been moving from “handoffs” to “shared ownership” between marketing and sales, but also between global, regional and local.
Instead of marketing generating leads and tossing them over the fence, we aligned around lifecycle stages, shared KPIs, and clear campaign governance. Once everyone saw the same funnel – and agreed on what “good” looks like at each stage, and what “success” meant for the campaign – collaboration stopped being just a tick in the box, and impact could be celebrated by all teams.
How do you approach change management when introducing new processes or systems to align teams more effectively?
I think Change management used to be treated as an “add-on” in project management, but for me, it is a critical part of adoption and alignment.
First, I try to make the “why” clear for the different stakeholders. What are we solving, what value will we bring, and why is it worth the effort?
Then I involve stakeholders early across the different workstreams so we can co-design possible solutions rather than “impose” a solution from the outside.
And finally, I focus on small wins. If people experience quick improvements – less duplication, faster approvals, clearer reporting – adoption follows.
Looking ahead, what is one strategic priority you are most excited to focus on in the next phase of integrating sales and marketing for growth?
If we can orchestrate campaigns across the full lifecycle with sales teams, sharing data, metrics, and accountability, we unlock scalable growth. That’s when marketing contribution stops being a cost centre conversation and starts to become a growth engine conversation.
Can you share one personal or professional goal you’d like to achieve in 2026?
Professionally, I’d love to see our Marketing Operations function recognised not just as a support team, but as a strategic growth enabler – essentially a Centre of Excellence for campaign execution and lifecycle orchestration.
A personal goal for 2026 is to dedicate more time to learning, mentoring, and knowledge sharing, helping our teams grow, learn from our experiences, and build the confidence to take on bigger challenges.
Emma’s practical and people-first approach to transformation highlights that true alignment is not just about systems, but about mindset, governance, and shared success metrics. By focusing on clear communication, early stakeholder involvement, and quick wins, she demonstrates how organisations can drive meaningful adoption and long-term change. As marketing operations continue to evolve into a strategic function, her insights offer a valuable blueprint for turning collaboration into sustained business growth.
The MarTech Summit Madrid – Redefining MarTech: Autonomous, Intelligent, Human-Centred
Join us on 19 May 2026 at VP Plaza España Design! This English-language event offers a comprehensive exploration of the evolving MarTech landscape, focusing on the integration of technology, data, and innovation in driving business success.
➡ Interested in becoming a partner? Don’t hesitate to get in touch with us at sponsor@themartechsummit.com.
Can’t attend in person? No problem. Join BEETc On-Screen, our On-Demand Learning Platform, for exclusive access to 500+ sessions and over 300 hours of content from global summits. Upskill at your own pace, gain actionable insights, and stay ahead in a rapidly evolving business landscape.
Stay up to date with our Speaker Line-up, Session Information, and Agenda Updates by following us on:
See more MarTech Thoughts interview pieces here!
Last updated: March 2026
