Budgeting with Conviction

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. 

Renegade Marketers Unite, Episode 493 on YouTube 

Highlights

• [1:15] What CMOs get wrong about budgeting 
• [2:28] Budget should NOT equal org chart 
• [8:02] Align marketing spend with business objectives 
• [11:47] Focus on audience, not product 
• [15:50] Potential budget volatility in 2026 
• [22:31] Forrester’s strategic allocation model 
• [27:05] AI as change agent 

Highlighted Quotes  

“Pivoting from a product orientation to an audience orientation gives you a whole new perspective on how to work with your markets.” —Craig Moore

Full Transcript: Drew Neisser in conversation with Craig Moore