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Description
B2B marketing leaders are working through a 2027 planning cycle where persistent volatility, AI-driven disruption, and changing buyer behavior are breaking the direct link between budgets and better outcomes. Redistributing investments across existing allocations or scaling activity uniformly will reinforce legacy approaches and drive fragmentation, not impact. Growth and resilience now depend on using budget as a prioritization tool, making explicit decisions about where to concentrate investment and what to stop funding. New capacity will come from aligning resources with market realities and strategic priorities, concentrating investment, strengthening execution, and driving measurable impact.
Join Forrester for this webinar as we navigate the best course to take when planning your 2027 budgets.
Key takeaways:
- Learn how to calibrate investments to better balance revenue and customer obsession.
- Explore how to invest with focus to foster resilience.
- Understand what budget items to divest from.
- Discover how to avoid two common budgeting pitfalls.
Target audience level: all levels
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