Why this planning season is different

CMOs are entering 2026 planning with higher expectations and fewer options. Budgets are under scrutiny. Boards want sharper answers. And AI is no longer optional.

The problem? Traditional planning cycles leave leaders with static documents that feel obsolete by Q1. What’s needed now is a planning lens that keeps pace with shifting priorities, delivers confidence in the boardroom, and unlocks capacity without adding full-time resources.

Lisa Cole (2X CMO and Head of AI COE), Debbie Murphy (x4 CMO and 2X Head of Brand), and Jennifer Ross (CMO advisor of Forrester and 2X Executive Director, Marketing Strategy) share the frameworks they use with leading CMOs to plan differently.

You’ll discover: 

  • The strategic foundation that prevents “execution Tetris” – How to articulate exactly where revenue will come from before planning tactics
  • The Own, Outsource, Automate framework – Practical decisions about where to invest internal talent vs. external partners vs. AI automation
  • AI as your strategic partner – Tools for landscape scanning, scenario modeling, and demand planning that work 24/7
  • Operating model presentation strategy – How to show transformation to stakeholders without triggering org chart debates

This webinar delivers a proven blueprint for CMOs to build agility, align cross-functional teams, and prepare organizations for 2026 realities.

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Enterprise marketing budget tool

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marketing operating model

The Own, Outsource, Automate framework shows how CMOs are rebalancing resources to unlock scale and speed without expanding full-time teams.

 

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About the speakers

  • Lisa Cole serves as the Chief Marketing, Product, and AI Officer ​at 2X. Former CMO for Huron, FARO Technologies, and Cellebrite, Lisa specializes in transforming marketing organizations through AI adoption, strategic outsourcing, and operational excellence.

  • Jennifer Ross brings over 30 years of B2B marketing leadership, including directing the B2B CMO Service at Forrester. At 2X, she serves as Fractional CMO and Executive Director of Marketing Strategy, helping clients accelerate growth through transformative frameworks.

  • Debbie Murphy is Global Head of Brand, Communications, and Community at 2X, with 25+ years leading marketing transformation at Fortune 500 companies and more. Former CMO at Gibraltar Industries, she applies deep expertise in brand strategy and M&A integration to strengthen market leadership.