Most marketing teams govern their lead and contact data by controlling who can access the CRM. That control says nothing about where each record came from, or whether anyone captured consent. AI raises the stakes, because agents now act on that data before anyone checks it, sending bad records straight into sales queues and outreach sequences.

In this panel, marketing operations leaders join Greg Jordan, Chief Product Officer at Convertr, to look at why governance needs to move from access control to data provenance, and from manual review to automatic checks at the point of entry. You’ll leave with practical steps to take into 2027 planning.

Talking points:

• The activation-first blind spot: AI copilots and CDPs assume every record is real, and models write their conclusions back into the data. One bad record gets reused by every agent downstream, and that costs you wasted spend and pipeline.
• Access control versus provenance: why knowing who can touch the data won’t help when your CFO questions the pipeline or legal asks for proof of consent.
• From approval gates to automated controls: why manual review slows your team down and still lets bad records through, and what replaces it.
• Control at the point of entry: what it takes to validate leads and contacts before they reach the CRM, and the metrics that show it’s working.