ROI has always been the big question in marketing: What business results did we get for this investment? Today, that question feels sharper than ever. Budgets are under scrutiny, sales cycles are longer, and leadership is pushing for clear answers.
What the survey revealed
In our recent survey of over 100 B2B leaders, marketers told us that demonstrating ROI is still one of their biggest hurdles. Even when marketing is driving awareness, engagement, and pipeline, connecting those efforts directly to revenue isn’t always straightforward.
Why it matters
Without a strong ROI story, it’s difficult to make the case for more budget or headcount. That creates a cycle: limited resources lead to limited results, which makes it harder to justify new investment.
But marketers aren’t powerless. By aligning with sales metrics, tracking the right KPIs, and focusing on outcomes over activity, marketing teams are finding ways to prove their impact—and strengthen their seat at the table.
Dig deeper
The full Marketing Under Pressure report breaks down:
- Why ROI remains such a sticking point
- How marketing teams are reframing the ROI conversation
- Best practices for connecting marketing metrics directly to business outcomes