Marketing Metrics

Google will stop counting display ad impressions that never render in February 2027

From Feb. 17, 2027, AdSense and Ad Manager count display ads only once they start rendering. Slow-loading ads will now cost publishers counted impressions.

CMO Tenure Ticks Up as B2B Marketing Adopts AI

Spencer Stuart finds Fortune 500 CMO tenure edged up in 2024, while Forrester reports wide AI tool adoption alongside gaps in strategy and measurement.

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.

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.

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

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.

Agency and MSP growth rankings are becoming a procurement filter for AI-era partners

Marketbridge’s 19% gross-income jump and NWN’s 55% three-year growth show buyers are using scale, staffing and retention metrics to shortlist services firms.

First-meeting conversion is emerging as the new unit cost in B2B pipeline

AI is making it cheaper to book meetings. The operational bottleneck is converting those meetings into qualified opportunities, and measuring that conversion ra

Demand Gen Report’s 2026 benchmark survey push puts lead SLAs back in the procurement lane for RevOps teams

Demand Gen Report opened its 2026 Demand Gen Benchmark Survey on sales and marketing alignment, spotlighting shared metrics and formal lead SLAs that increasing

First-meeting conversion is becoming the metric that decides whether AI prospecting spend pays off

Revenue Growth Agent is pushing “first meeting to qualified opportunity” conversion as the control metric for AI-scaled outbound and SDR meeting volume.

B2B demand gen leaders are ditching MQL volume for sourced revenue and influenced pipeline in 2026

Demand Gen Report's 2026 benchmark survey shows B2B marketing teams replacing vanity metrics with revenue attribution, AI workflows, and shared sales goals.

Most B2B content marketing programs fail because teams can't define what success looks like

CMI's decade of B2B content marketing research shows the gap between effective and ineffective programs traces to one factor: clarity on what success means.

Meta's new "engaged-through attribution" model counts likes, saves, and shares as conversions

Meta is replacing its click-only attribution with two new models that capture social-native engagement, reshaping how ad teams measure ROI.

B2B demand gen is retiring the MQL: Demand Gen Report's 2026 benchmark tracks the shift to revenue proof

Demand Gen Report's 2026 Benchmark Survey signals B2B marketing teams are moving from vanity metrics to sourced revenue, pipeline influence, and AI-driven workf

Seismic's benchmark report ties sales enablement directly to win rates, quota attainment, and cycle length

Seismic's Annual Sales Enablement Benchmark Report links enablement strategy to three hard revenue metrics, as Gartner validates the platform's market presence

Webinars hold the edge in B2B thought leadership, new benchmark data shows

Future B2B's 2026 Webinar Benchmark, drawn from 517 webinars and 151,902 registrations, confirms webinars remain a top-funnel workhorse for enterprise marketers