S4: Ep 9 What Are We Actually Prioritizing for 2026?

Episode Summary

In this episode of CMOs Off Script

The team continues their 2026 planning conversation by digging into a core tension: we’re investing in better tools and automation, but teams still struggle to adopt them fast enough to produce real impact.

They explore the rise of “go-to-market engineers,” the reality of AI enablement, and why marketing is still under pressure to prove revenue impact—while sales often isn’t held to the same standard (yet).

Key Topics Discussed

The “Go-To-Market Engineer” Role
Nisha highlights a growing need for a new kind of operator—part RevOps, part AI workflow builder—someone who can optimize tools, data flow, and automation across teams.
The challenge: these people are hard to find, and the skill balance (GTM + technical) is rare.

Tools Alone Don’t Fix the Problem
Amanda emphasizes that building workflows isn’t enough—teams must be trained and actually adopt them.
The 2026 priority becomes: tools + enablement + skill-building, not just more tech.

AI Enablement Is the Missing Layer
Nisha argues that modern ops needs to include structured enablement:

  • prompt “playbooks”

  • workflow guidance

  • coaching teams on how to use the tools effectively
    The goal isn’t just better systems—it’s faster execution.

Marketing’s Pipeline Proof Problem
The group debates why marketers feel constant pressure to prove ROI:

  • protecting budget and headcount

  • prioritizing what actually drives pipeline (not vanity volume)

  • countering the “marketing is a cost center” narrative

They also acknowledge the reality: end-to-end attribution is messy, multi-touch, and often painfully manual.

Brand Still Matters (Even If ROI Is Hard to Prove)
Laura adds a key insight: it’s hard to measure immediate ROI on brand, but you can see the downside fast—when brand investment drops, lead gen performance often drops with it.

Is Sales Facing the Same AI Pressure?
Nisha asks the big question: are sales teams held to the same AI adoption expectations?
The group’s take:

  • not as much—unless performance is slipping

  • SDR work is the area most likely to be disrupted by AI next
    They float bringing on a guest to discuss AI SDRs and sales enablement in 2026.

Takeaways

  • “GTM engineer” / AI-ops roles are emerging—and will be in higher demand

  • Enablement is the difference between having tools and getting results

  • Marketing ROI pressure isn’t going away—especially as budgets tighten

  • Brand spend is harder to quantify, but cutting it often shows immediate downside

  • Sales AI adoption is uneven—SDRs are the first big test case

  • 2026 theme: less shiny-object chasing, more focus, speed, and execution