2026 Marketing Reset: Why the Old Playbook Won’t Win

2026 isn’t just another planning cycle – it’s a pivotal moment for marketing leadership.

2026 Marketing Reset: Why the Old Playbook Won’t Win

2026 isn’t just another planning cycle – it’s a pivotal moment for marketing leadership. With budgets under pressure, AI-empowered buyers raising the bar, and unrelenting growth targets, the rules of engagement are being rewritten. The strategies that worked yesterday won’t secure tomorrow’s success.

Join our webinar for CMOs and marketing leaders as we reveal the most critical insights from our latest Marketing Priorities Survey.

Our hosts, Meta Karagianni, Chief Consulting Officer, and Marcia Trask, Principal Consultant, Content Practice, Momentum ITSMA, will dive into:

The five structural forces redefining B2B marketing: Discover the market shifts and emerging trends that will shape your priorities and investments in the year ahead
How high-growth organizations are outpacing their peers: See what sets the leaders apart – where they’re investing, how they’re organizing, and what they’re doing differently to drive sustainable growth
The CMO’s new mandate: Learn what you and your senior team must do now to reset your go-to-market strategy for greater relevance, precision, and impact

This isn’t business as usual. It’s your opportunity to challenge assumptions, benchmark against the best, and build a marketing playbook fit for the realities – and opportunities – of 2026.

Reserve your spot and get ready to lead the reset.

Podcast Account-Based Marketing

NetApp: Turning ABM ambition into impact

How can Account-Based Marketing deliver growth in an era of AI and complex buying journeys? NetApp’s Fabiana Brunetti shares how piloting, personalization, and cross-functional buy-in can turn ABM from aspiration to action.
Video Talent and capability building

Spotlight Series: The marketing upskilling reset every CMO must embrace

In this episode of our Spotlight Series, Jo Connolly, Director, Learning & Development, shares how human-centered, competency-led learning and development programs can transform B2B marketing skills – moving beyond “tick-box” training to embed client-centric growth and organizational impact.
Perspective Executive relationships

The great B2B marketing reset: Why your team’s skills will define your success and growth trajectory

We read about it and we hear it all the time in our conversations with our clients: B2B marketing is under pressure like never before.

Customer trust is hard won, and easily lost. Having worked firsthand with Lyndon, she knows what it takes to build trust, reputation, and relationships with key accounts. This approach works.

Nina Gmachl-Eshuis
Vice President, Salesforce
In a word, we were surprised. We didn't expect it to be as eye-opening as it was. You challenged our thinking, and we made so many decisions in such a short time. We wish we had more time together!

Kim Blair
Senior Director, Global Strategic Marketing | Account-Based Marketing, Salesforce
That speed and agility and creativity in being able to get up and running really helped.

Gaynor Finlay
Vice President of Marketing, CoreHR
I truly appreciate your guidance and support with this ABM plan. I’ve enjoyed learning more about modern ABM techniques and how they can be applied to support our business growth.
As one of the world’s leading consultants focused upon the rarefied world of enterprise-scale procurement decision-making, Momentum ITSMA has a unique perspective on this complex and increasingly business-critical, decision-making environment.

Tim Birt
Partner, Osbourne Clarke

Momentum Pulse

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2026 Marketing Reset: Why the Old Playbook Won’t Win

2026 Marketing Reset: Why the Old Playbook Won’t Win

NetApp: Turning ABM ambition into impact

Spotlight Series: The marketing upskilling reset every CMO must embrace

The great B2B marketing reset: Why your team’s skills will define your success and growth trajectory

Customer trust is hard won, and easily lost. Having worked firsthand with Lyndon, she knows what it takes to build trust, reputation, and relationships with key accounts. This approach works.

In a word, we were surprised. We didn't expect it to be as eye-opening as it was. You challenged our thinking, and we made so many decisions in such a short time. We wish we had more time together!

That speed and agility and creativity in being able to get up and running really helped.

I truly appreciate your guidance and support with this ABM plan. I’ve enjoyed learning more about modern ABM techniques and how they can be applied to support our business growth.

As one of the world’s leading consultants focused upon the rarefied world of enterprise-scale procurement decision-making, Momentum ITSMA has a unique perspective on this complex and increasingly business-critical, decision-making environment.

Momentum Pulse