"The past few years have brought a whirlwind of changes: major geopolitical shifts, new tariff policies, adjustments to government spending and the rapid adoption of AI. These developments have downstream impacts on organizations. Relying on your 2025 budget as the baseline for 2026 could leave you misaligned with current realities and emerging opportunities. A more effective approach is to start fresh using zero-based budgeting. Be sure to allocate for AI experimentation, research and development, and marketing technology."
"Yes, your marketing team will need access to a large language model (LLM) like ChatGPT, and those subscriptions are relatively inexpensive. But if you want to get the most from AI, the budgeting conversation can't end there. How do you determine which tools to invest in next? Start by identifying the outcomes you want (e.g., greater efficiency, better targeting, stronger analytics). Then, determine which tools are best suited to deliver them."
Rapid geopolitical shifts, new tariff policies, changes in government spending, and widespread AI adoption have altered the operating environment for B2B tech marketers. Baseline 2025 assumptions risk misalignment for 2026 budgets. Use zero-based budgeting and allocate funds for AI experimentation, research and development, and marketing technology while preserving flexibility to pivot after disruptions or breakthroughs. Some experiments will fail, but failing to invest now could mean playing catch-up indefinitely. A ChatGPT subscription alone is insufficient for full AI needs. Define desired outcomes—efficiency, targeting, analytics—then select tools accordingly and audit existing platforms for built‑in AI features.
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