Confidence Is High. Capability Isn’t.
273 B2B marketers shared how their strategies, systems, and measurement are working in a rapidly-evolving landscape.
The main theme: a system that looks stable—but doesn’t hold up under pressure.
Teams are adapting to more complex buyer journeys, new channels, and AI-driven behavior change. But the infrastructure behind those efforts hasn’t kept pace, making it harder to measure performance, prove impact, and defend marketing’s recommendations.
Get the data to see where the system breaks, and what it takes to fix it.
Confidence Is High—But the System Isn’t Holding Up
Most marketers think they trust their funnel, metrics, and strategy.
But:
- Only 18% say their funnel actually works across all stages
- 80% say at least one core metric should be retired
- 90% are shifting their strategy
B2B marketing isn’t broken—but confidence is outpacing what the system can actually support.
The Gap Isn’t Strategy. It’s Execution.
Teams are investing in thought leadership, content, and AI.
But execution is inconsistent.
The biggest barriers—content quality, process gaps, and limited SME availability—aren’t strategic. They’re operational.
Marketing knows what to do. It just doesn’t have a repeatable system to do it consistently.
Broken Metrics Hurt Marketing's Authority
Marketers believe in measurement—but not in the metrics themselves.
Key signals are fragmented, outdated, or incomplete. And when the data doesn’t hold up, neither do marketing’s recommendations.
The result:
- Misalignment with leadership
- Reduced confidence in reporting
- Erosion of marketing’s authority
Growth Is Funded. Infrastructure Is Not.
Teams are prioritizing leader generation & thought leadership.
But underinvesting in:
- Marketing operations
- Data infrastructure
That gap creates a compounding effect:
Weak systems → fragmented data → unreliable measurement → misalignment → loss of authority
