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Scott

Baker

CMO and VP of IBM Infrastructure Portfolio Product Marketing

IBM

Scott is a technology solutions obsessed executive with a proven ability to design and execute profitable business and marketing plans, and top skills in marketing operations, data science (structured and unstructured data analysis), AI/ML modeling, marketing operations, product marketing and management, storytelling, creative design, and much more. Empathetic leader known for building and accelerating dynamic and highly-effective teams in fast-paced and technology-focused markets. Creative storyteller who bridges art and science to create best-in-class digital and physical marketing plans, brand narratives, and competitively differentiated messaging, all based on a direct-to-consumer mindset.

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12 November 2026 11:15 - 11:45

What renewal losses tell you that new deals never will

Everyone studies why they lost the deal. Almost nobody studies with the same rigor why they lost the customer. Renewal losses carry a different kind of signal: not "why didn't they buy," but "why did they stop believing." This session makes the case for treating churn and renewal loss as its own research discipline, distinct from new business win/loss, and walks through what questions actually surface the real story. It also looks at how AI can help you spot the early warning signs hidden in call recordings, CSM notes and support tickets, and where a human conversation still uncovers what the data can't. You'll come away with a sharper sense of what your renewal losses have been trying to tell you all along.