04 Marketers Who Agree With the Following Statements High performers Moderate performers Underperformers All respondents All respondents All respondents All respondents 85 % 88 % 86 % 88 % I have access to all the customer insights needed for campaign planning We have a clear view into marketing's impact on sales pipeline Our marketing strategy makes a significant impact on sales We have a clear view into marketing's impact on revenue 94% 88% 67% 95% 89% 74% 93% 95% 89% 91% 71% 73% S A L E S F O R C E 28 [ bb   I $  B  W :  b - C % ŧ9 T H E DI T I O N Marketers Connect the Dots to Revenue Analytics remains the watchword for both performance evaluation and strategic iteration. More than 80% of marketers feel they have a clear sense of their impact on revenue and pipeline. But the work isn't done: improving marketing ROI/attribution remains a top priority, behind only adopting AI and refining the use of technology. The ability to demonstrate value via sales, revenue, and pipeline impact is crucial for securing the support and budget needed to succeed. This is where high performers shine. Nearly all high performers (93%) have a clear view into their impact on sales pipeline compared to 71% of underperformers. Unsurprisingly, marketers who can identify their impact and adjust as needed are outperforming those who can’t. Top Performers Demonstrate Success Through Analytics