Marketing Budget Plan for AI: Kerry Cunningham from 6Sense

Kerry Cunningham from 6Sense shares how to plan for 2026 Marketing budget.

Planning your marketing budget for AI? In “New Research: AI & B2B Deadzone,” we lay out a practical AI marketing budget framework—how to allocate across strategy, data readiness, tools, talent, and governance—so you avoid shiny-object spend and fund what drives pipeline. Learn a staged plan (pilot → scale → optimize), a sample split (e.g., 10% discovery/pilots, 35% data/infra, 25% tools, 20% talent/enablement, 10% governance/compliance), and how to tie investments to measurable outcomes like CAC, pipeline velocity, and content efficiency. Perfect for B2B CMOs and RevOps leaders who want AI ROI without getting stuck in the funnel “dead zone.”