Demand Revenue · 2026-01-09 · 21 min
Budgeting season is here - and CMOs are under more pressure than ever to drive growth while cutting costs. In this episode of CMO Huddle Studio, Allan Gonsenhauser, Founder & CEO of Demand Revenue, joins the conversation to break down how modern CMOs can build budgets with conviction amid uncertainty, AI disruption, and shifting executive expectations. Drawing from deep experience as a CMO, P&L GM, and advisor to private-equity-backed companies, Allan shares what separates effective marketing budgets from reactive ones - and how CMOs can align with CFOs, boards, and CEOs for long-term value creation. Topics covered include: Budgeting for growth vs. cost-cutting Aligning marketing budgets to 3-year strategic plans How CMOs should work with CFOs year-round Translating brand and PR into financial impact Avoiding random acts of marketing AI’s real impact on efficiency and headcount Building flexibility into 2026 marketing budgets This episode is essential viewing for CMOs, B2B marketing leaders, private equity operators, and GTM executives preparing for 2026 planning cycles.
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