Transcends CEO Ashleigh Vogstad is set to headline EDGE 2025 as a keynote speaker, bringing fresh insight into how go-to-market (GTM) strategies are evolving in the age of AI, digital marketplaces, and ecosystem intelligence.
Vogstad, known for her work driving marketing transformation across the tech landscape, joins the EDGE 2025 Brains Trust and will speak live on the Gold Coast from July 27–30. Her keynote will explore how modern marketing is no longer a supporting function but a strategic growth driver rooted in trust, transparency, and co-innovation.
“Partners who thrive will be those who lead with intelligence, empathy, and imagination,” said Vogstad, urging tech leaders to build not just GTM plans but go-through-market ecosystems that nurture discovery, advocacy, and business impact across the entire customer journey.
With millennials and Gen Z becoming dominant tech buyers and over half of million-dollar B2B deals projected to occur through digital self-serve channels by 2025 (Forrester), Vogstad emphasized the need for partners to meet buyers where they are—digitally and contextually.
She warns that many businesses see marketplace listings as an endpoint, when in fact, “they’re just the starting gate.” A mature GTM motion, she argues, means investing in content, co-selling, and joint business outcomes—an approach that marks the shift from transactional engagement to transformational partnership.
EDGE 2025’s agenda will also feature major enterprise voices including Norton Rose Fulbright’s Nick Abrahams, who will explore smarter partnering models in the AI economy, and Stephen Scheeler, former Facebook Australia CEO, who will tackle the intersection of AI and next-gen tech buying behaviors.
Backed by original insights from EDGE Research and Tech Research Asia, this year’s event is designed to spark real business change across ANZ’s partner ecosystem. The event is led by EDGE founder Susan Searle, alongside an influential Brains Trust that includes Mark Iles (TRA), Brad Clarke (Channel Guru), James Davis (The TSP Advisory), Moheb Moses (Channel Dynamics), Ryan Spillane (360 Consulting), Desmond Russell (Partner Elevate), and the newest addition, Patrina Kerr (Fabric Brand Partners).
At the heart of EDGE 2025 is a clear message: the future of GTM is no longer linear. It’s collaborative, ecosystem-led, and powered by meaningful partnerships.