In the fast-paced digital landscape, speed to market is essential for companies to remain competitive, as highlighted by Thomas Clayson from Contentful. A strategy focused on speed to market involves accelerating the launch of new content, products, or campaigns, which is crucial for maintaining brand relevance and engaging customers effectively. However, the challenge lies in balancing rapid content creation with quality, as marketing teams grapple with managing large volumes of content across multiple channels and regions. The key to overcoming these obstacles is breaking down silos within content management systems, fostering collaboration, and leveraging new technologies. Contentful's approach, as demonstrated by TELUS Digital's success, emphasizes centralizing content operations, adopting structured content models, and using APIs to streamline workflows, ultimately empowering teams to work autonomously and efficiently. By embracing structured content and future-ready technology, businesses can reduce bottlenecks, enhance customer experiences, and achieve faster go-to-market times, allowing them to focus on high-value initiatives and sustainable growth.