Successful marketing has always extended beyond the marketing department. Product decisions shape value, pricing signals strategy, distribution determines access, and customer experience builds reputation. Yet many organisations still manage marketing as a departmental function rather than a shared responsibility. This raises a fundamental leadership question: who actually owns marketing? When decisions across product, price, place and promotion sit across different departments, how should they be aligned? At the same time, organisations are increasingly relying on AI to analyse markets, generate insights and support decision-making. But if teams across the organisation hold different understandings of marketing, how can the technologies they rely on operate from a consistent foundation? This discussion explores what it takes for leaders to align teams, decisions and technologies around a shared, company-wide understanding of marketing.