Marketing budgets are not bouncing back yet.
Gartner recently reported that for the second year in a row, CMOs feel budgets are insufficient as expectations rise. While Reuters reported that ad holding companies are trimming growth forecasts, signaling continued caution into 2026.
The labor market will likely stay mixed.
Openings have cooled in Minnesota, layoffs are still making news, and national surveys show employers planning to slow hiring, with time to reemployment stretching.
Smart Leaders are planning ahead for continued change.
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Fewer net-new FTEs, more variable capacity. ASA and SIA outlooks point to steady use of contract talent and temp-to-perm routes as finance teams prioritize budget flexibility.
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AI everywhere, but unevenly realized. Most companies are using AI somewhere; the edge goes to teams that redesign workflows and skills.
- Augmented with flex-labor and AI will allow for adaptable as the market continues to evolve.
Our 90-day suggestion to be ready for change (Jan–Mar).
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Workload triage + role design (Weeks 1–2). Map recurring work that tie to growth. Identify 2–3 contractor roles (5–20 hrs/wk) that unblock revenue now, Think marketing & rev ops 10 hrs/wk, content that converts 8 hrs/wk; digital designer 12 hrs/wk). Tie each to a growth metric to make the case for adding resources to support revenue growth.
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AI workflow pilots (Weeks 2–6). Stand up two AI micro-pilots. Think sales enablement one-pagers or quick content approval process. These are great projects to give to employees who want to learn and who you want to retain when you can’t offer promotions or increases.
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Marketing Ops (Weeks 4–10). Clean attribution, fix UTMs, tighten lead routing. Ensure every penny you are investing can tie back to revenue growth. Marketing has to prove it value now more than ever.
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Scale (Weeks 8–12). Extend winning pilots, convert a short-term FTE contractor if workload proves durable and you can prove increased revenue opportunity
How TTG accelerates this plan
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Onboard in days. Our contractors integrate quickly so you see value fast. This is critical when budgets are frozen but goals aren’t.
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Right-sized capacity. From 5–20 hrs/week specialists to short-term full-time contractors, you get variable costs that scale up/down without adding headcount.
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AI-literate talent. We source AI-fluent creatives, marketers, and AI strategists who focus on process design and measurable outcomes—not just “installing a tool.”
Still not sure where to start? We can help with that. Let’s connect and strategize on how to maximize your budget and augment your team for 2026 .