Webinar

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A lot of budget decisions aren’t made on what’s driving pipeline. Those events, nurture and newsletter sponsorships get funded again next year because they used to work, and nobody questions them. Legacy commitments, internal politics and “we’ve always done this” keep channels in the budget long after they’ve stopped earning it.

In this session, Alice de Courcy (SVP, Organic Marketing, ZoomInfo) and Steffen Hedebrandt (CMO & Co-founder, Dreamdata) compare notes live on how high-performing teams are approaching 2027 planning.

What we’ll cover:

  • Where to concentrate, what to cut, and what to hold back. How to split spend between your primary motion, supporting activity and experimentation, and how long to give a channel before it goes.

  • Balancing short-term pipeline with long-term brand growth. How to keep funding the activity that pays back slowly without losing sight of this quarter’s pipeline.

  • The 2026 metrics that should shape your 2027 budget. The numbers worth using to decide what gets funded, and the questions to take back to your team this week.