Your 2027 Marketing Plan, CFO Approved: Budget, Resources & Org Structure
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Marketing budgets account for just 7.8% of company revenue in 2026, and more than half of CMOs say they still don’t have enough budget to execute their strategy.
And now it’s time to start planning for 2027. Yep, it’s that time again!!
So how are CMOs feeling about next year? Optimistic and ready to invest in growth? Or still fairly conservative given the uncertainty of the past few years?
Either way, getting your marketing plan AND budget approved by the CFO is the ultimate goal.
But what are CFOs actually looking for?
Surely, they’re not just concerned with the total dollar amount. According to Bain and Google research, more than half of both marketing and finance executives agree that demonstrating direct revenue impact is the single most important factor in strengthening marketing’s standing with finance.
The real friction lies in the quality of the data and how marketing results are communicated and validated.
And then comes the harder part: deciding where those dollars should actually go.
People vs. technology? Brand vs. demand generation? Customer acquisition vs. retention? Proven channels vs. experimentation? And how much should AI change the equation?
For this Coffee Chat, we’re bringing together experienced marketing leaders to get practical about 2027 planning — budgets, resources, organizational structure, priorities, and most importantly, how to build a marketing plan your CFO can get behind.
During this 60-minute session, you will:
- Hear how fellow CMOs are approaching their 2027 marketing plans and budgets
- Understand what CFOs look for when evaluating and approving marketing investments
- Learn how to better communicate marketing ROI and build credibility with finance
- Explore how CMOs are thinking about headcount, agencies, technology, and AI
- Discuss how to balance short-term performance with longer-term brand investment
- Explore how much budget to allocate to proven channels vs. experimentation
Meet The Speakers
Event Organizers
