Two ideas to prepare you for the yearly planning and budgeting season | Letter to CMOs in complex B2B vol 9, 2026
I know you are busy. You're busy finalizing all the Q2 projects and planning H2 before the summer holidays, so I will try to keep this one short.
The yearly planning and budgeting season is getting closer. In our experience, this is the most important and easiest time to make big changes in the role of marketing and the value you promise to the organization in the coming years.
What we have witnessed when working with our clients is the need to separate tactical planning from more strategic-level planning.
Tactical planning = What happens in the marketing side of things – things you need to do in 2027.
Strategic planning = What needs to happen in the marketing function. What value do you want to impact, how well you are aligned in the organization, and is your function capable of providing the value that you and the management team expect from it?
