B2B marketers struggle with many areas of measurement and attribution—it’s a major focus for 90% of respondents.


Marketers are entering a mature phase of measurement, driven by a need to better align with sales, gain deeper metrics around buyer stages, track conversions, and measure their ABM programs.

Inside the report:

  • Compare your marketing measurement goals with your B2B peers
  • Evaluate challenges like data organization and lack of resources
  • Explore future plans for measurement and attribution in relation to ABM and sales alignment