How do you build a 2027 marketing budget when the landscape could change before the year even begins?

In this episode of MarketingEDGE, we explore how AI, shifting buyer behavior, economic uncertainty, and increased pressure to demonstrate ROI are changing the way marketing leaders should approach 2027 planning.

As CFOs scrutinize spending and customers become more value-conscious, marketers are being challenged to justify their investments while still leaving room to adapt. At the same time, AI is changing not only how marketing teams operate, but how buyers discover, research, and evaluate brands.

This episode examines what those changes mean for marketing budgets—and how leaders can build plans that balance accountability, experimentation, and flexibility.

What You'll Learn

- Why traditional annual marketing plans may be harder to rely on in 2027

- How AI is changing the way buyers discover and evaluate brands

- What increased ROI scrutiny means for marketing leaders

- Why customer retention deserves attention during budget planning

- How marketers can balance proven channels with new opportunities

- What teams should consider before investing in experimental strategies

- Why flexibility could be one of the most important elements of a 2027 marketing budget

Why It Matters

Marketing leaders are being asked to do two things at once: prove that their investments are producing results and prepare for a market that can change quickly.

A budget built entirely around today's assumptions may leave teams with little room to respond to tomorrow's opportunities. Understanding where to protect proven investments, where to experiment, and how to make the case for flexibility can help marketing leaders build plans that are both accountable and adaptable.