Marketing

CDPs are still getting budget, but the architecture around them is shifting toward the warehouse

CDP spending is rising, but operations teams are rewriting specs around warehouse-native, zero-copy activation and consent controls.

Adobe pitches one dashboard to cut marketing handoffs as marketers brace for 5x content demand

Adobe’s GenStudio updates target fewer handoffs by bringing Workfront, Frame.io, and activation partners closer to a single dashboard as Adobe says content dema

Optimizely’s AEO push makes log data a new requirement for marketing platforms

Optimizely is tying AI discovery to on-site logs and Conductor search intelligence, as comms vendors like Notified tune releases for AI citations.

100% of revenue leaders say they use AI, but most can’t prove it pays off

Salesloft’s 500-leader benchmark finds universal AI use in revenue teams, yet only 20.6% call it production-ready. The bottleneck is data quality and workflow f

80% of CMOs already use genAI, but budgets and contracts are still tightening

Surveys from Duke/Deloitte, BCG, and Forrester point to similar pressures: GenAI adoption is rising, while leaders face tighter scrutiny on spending and executi

Influ2 puts a number on sales and marketing alignment: a 35% hand-off rate

Influ2’s 2025 benchmark ties alignment to a single operational metric: how often ad-engaged contacts actually get a sales touch.

B2B marketing budgets are rising in 2026, but benchmarks vary by business model

Forrester and 10Fold data points to budget growth in 2026. CMO Survey benchmarks show the real planning mistake is using one % of revenue.

Consumption-based martech is bringing surprise AI bills to CMO budgets

Gartner data show CMOs put 15.3% of budgets into AI, but only 30% can scale. Usage-based martech is rising, and half of adopters keep renegotiating.

96% of B2B marketers use AI, but hiring is moving toward judgment and QA roles

New 2026 reports from HubSpot, Demand Gen Report, and AMA agree AI is now baseline. The operational gap is measurement, workflow design, and human QA.

Forrester says $1M B2B deals are going self-serve, and alignment breaks first

Forrester expects most $1M+ B2B transactions to run through digital self-serve in 2025. Influ2 data suggests sales and marketing hand-offs still miss high-inten

100% of revenue teams say they use AI, but only 20.6% can show measurable results

Salesloft’s benchmark shows universal AI use in revenue orgs, yet most can’t tie it to measurable outcomes. The same gap is showing up in healthcare revenue cyc

Forrester set 2027 B2B Summit dates in Phoenix, GTM teams now have to plan for AI search

Forrester’s 2027 B2B Summit heads to Phoenix May 2–4. The practical shift is budgeting for AI-era discovery, measurement, and cross-functional GTM ops now.

Nearly 3 in 4 companies put RevOps in the C-suite, but 89% still lack goals

Salesloft and Wakefield found 73% of firms now have a C-suite RevOps role. Nearly all see AI ROI, yet strategic mandates and metrics are still muddy.

Marketing teams are buying AI before they can govern it

Benchmarks from The CMO Survey, Forrester, and CMI show AI rising on budget lists while governance and fundamentals lag. Plan for measurement, data, and workflo

100% of revenue teams use AI, but only 20.6% can prove it works

Salesloft’s 2026 benchmark says AI is everywhere in revenue orgs, but most teams still can’t diagnose stalled deals fast enough to turn insight into execution.

AI is everywhere in marketing, but data and hiring plans still lag

New 2026 research from HubSpot, Demand Gen Report, and the AMA shows AI adoption is near-universal. The harder work is governance: data visibility, brand qualit

Jasper moves marketers from chat to a shared workspace with Canvas and Agents

Jasper’s Canvas and marketing-specific Agents aim to automate SEO, research, and personalization with brand guardrails.

Optimizely shifts marketing AI RFPs from model selection to task fit

Optimizely launched post-trained marketing models and “Virtual Teammates,” as its own research shows teams still lack cookieless and first-party plans.

Canva’s AI marketing push is running into “AI slop” governance

Canva’s 2026 survey data and its World Tour playbook point to the same ops shift: scale creative with AI, but prove it’s human-led.

AI agent evaluation is becoming the production gate

As AI agents spread across marketing and service, enterprises are buying measurement, not magic: 3CLogic scores 100% of voice-AI calls, while AI visibility work

Marketing AI budgets hit 15.3%, but most teams can’t trust the data yet

Gartner reports CMOs are directing 15.3% of marketing budgets to AI in 2026, yet only 30% say they are ready to scale. The bigger hurdle is getting data in orde

Marketing teams are spending 16.6 hours a week trying to show up in AI answers

A WordPress VIP data point is turning “AI SEO” into a CMS and analytics problem, just as MarTech’s September event doubles down on AI and data ops.

GenAI gains remain limited as effective use stays low

NROC’s Q2 2026 data puts a number on the AI gap: access is broad, effectiveness is rare, and data plumbing plus model choices decide whether teams see value.

Ads are moving into AI assistants, and martech teams are scrambling to track what they do

AI assistants are adding ad units and transactions as vendors ship agent evaluators, AI workflow “OS” tools, and new governance patterns.

NetLine hit 7.2 million content registrations, but ops teams still can’t buy ROI

IVRIS’ 2026 audit says registrations, timing, and format mix benchmark well, but CPL and ROI don’t. The gap now shows up in ad deals like Kalshi’s MLB push.

Clay is moving intent data into GTM workflows instead of a dashboard

Intentsify’s new Clay integration pushes 1.1T monthly intent signals into GTM workflows, shifting how RevOps teams route, score, and govern outbound.

Insider’s “agentic” pitch is pushing martech buyers onto one platform

Insider is marketing an “agentic” customer engagement platform as enterprises consolidate CDP and messaging tools across 12+ channels.

AI assistants are becoming ad space, and brand rules now control what gets published

As ads move into AI assistants, martech teams are racing to measure visibility and keep AI-written content on-brand.

AI search is pushing marketing, HR and facilities onto one set of AI rules

New AEO guidance, creator briefs, and workplace AI rules are colliding with building analytics. Ops leaders are treating “AI visibility” as a governed system.

Salesforce’s Claudeforce lets Claude run CRM tasks

Salesforce and Anthropic’s new Claudeforce plug-in bakes 37 sales tasks into Claude, pushing CIOs to govern AI actions, not just AI answers.