493: Budgeting with Conviction
B2B Growth

Renegade Marketers Unite

493: Budgeting with Conviction

Renegade Marketers Unite•Dec 2, 2025

AI Summary

In this episode, Craig Moore of Forrester warns B2B CMOs about three common budgeting mistakes and advocates shifting from campaign‑based to outcome‑driven budget architecture. He explains how aligning spend with business outcomes and leveraging AI can turn the budget into a strategic growth lever, especially amid the volatility expected in 2026. By adopting these frameworks, CMOs can move from merely justifying spend to leading strategic conversations with CEOs, CFOs, and CROs.

Episode Description

If your 2026 budget is starting to feel like a no-win puzzle—flat headcount, higher growth expectations, fewer resources—this episode is for you. Craig Moore of Forrester joins Drew to reveal the budgeting mistakes too many B2B CMOs are still making—and what to do instead. 

From rethinking budget architecture to organizing around business outcomes, Craig shares the frameworks that enable CMOs to go beyond justifying their spend—and start leading the strategic conversation with CEOs, CFOs, and CROs. 

Get ready to challenge your assumptions, realign your org, and turn your budget into a true lever for growth. 

In this episode: 

The big 3 budgeting mistakes CMOs make 

Why campaign-based budgeting unlocks strategy 

Areas of volatility in 2026 

AI's Role in Budget Planning 

This is just the first half of one of CMO Huddles monthly Bonus Huddles with B2B marketing strategists. To hear the rest of the conversation with Craig, visit CMO Huddles Hub on YouTube. 

For full show notes and transcripts, visit https://renegademarketing.com/podcasts/

To learn more about CMO Huddles, visit https://cmohuddles.com/

Show Notes

If your 2026 budget is starting to feel like a no-win puzzle—flat headcount, higher growth expectations, fewer resources—this episode is for you. Craig Moore of Forrester joins Drew to reveal the budgeting mistakes too many B2B CMOs are still making—and what to do instead. 

From rethinking budget architecture to organizing around business outcomes, Craig shares the frameworks that enable CMOs to go beyond justifying their spend—and start leading the strategic conversation with CEOs, CFOs, and CROs. 

Get ready to challenge your assumptions, realign your org, and turn your budget into a true lever for growth. 

In this episode: 

  • The big 3 budgeting mistakes CMOs make 

  • Why campaign-based budgeting unlocks strategy 

  • Areas of volatility in 2026 

  • AI's Role in Budget Planning 

This is just the first half of one of CMO Huddles monthly Bonus Huddles with B2B marketing strategists. To hear the rest of the conversation with Craig, visit CMO Huddles Hub on YouTube. 

For full show notes and transcripts, visit https://renegademarketing.com/podcasts/

To learn more about CMO Huddles, visit https://cmohuddles.com/

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