Entre Nous...Reflections from a marketer

Entre Nous....Should Time Be the New Budget?

​​We are all at the beginning of a significant journey: the AI journey. It can be daunting but AI is here to stay so we all need to start to adjust. I don’t think that we can yet anticipate the full impact that it will have on our organisations. Like the arrival of digital and the commercial internet in our daily lives, this transformation will take time and evolve but once more, marketers are and will be at the core of this transformation and adoption. 

So if this transformation has to be led by marketers, my question to leadership teams and Boards is: how are you supporting your marketing leader today? 

We are not just talking about allocating additional budget. More is required. Your marketers will need time, time to identify new opportunities, time to explore tools, time to train their team and/or rethink business processes for instance.

The adoption of AI will only be successful if marketers are given the right level of support. As mentioned in a previous blog, the CMO needs a seat at the decision-making table now. AI will have an impact on the whole business, far beyond marketing. IT, legal, sales and all departments will be affected in time but it will come first via your marketing. Many still believe that AI will mainly affect content creation. But it is far more than that and it is only the beginning. 

Whether you are closing your H1 and planning H2 or already preparing your next year plan, this is the time to give your marketing leader space to investigate, think and be creative. According to a recent Forrester Research in October 2025, "many marketing leaders assign AI tasks on-the-fly without formal structure or accountability..."

Time should be the new Budget. 

If marketing leaders are squeezed into execution (lead generation, campaigns, etc) there is a real risk of missing strategic shifts. Your business could then be at risk of falling behind or be disrupted by competitors who do give their marketers that valuable time to think and transform.

If time is the new budget, how are you planning to invest yours?

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Entre Nous... this is only my two cents!

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