How do you compete when you're not the biggest and can't win by outspending everyone? How do you turn being smaller and leaner into an advantage? Do you really need a team of 100? Is it worth investing heavily in tech when it's moving this fast? In this panel, the marketers who've built challenger businesses share what they've learned - including what didn't work - and get into the questions underneath it all: in-housing, how people get paid, and whether the platforms eventually come for the work itself.