GoKawiilMarketers are being held accountable for revenue without full measurement visibility. In our 2026 Performance Marketing survey with Harris Poll, we asked more than 300 marketing decision-makers about the trends and investments they predicted for 2026. The biggest takeaway—75% report increased expectations for accountability. And nearly two-thirds say leaders now evaluate them based on pipeline contribution rather than traditional top-of-funnel metrics like lead volume.
A big shift in measuring marketing impact
Why This Matters
This shift in measuring marketing impact signifies a move towards more accountable and revenue-driven marketing strategies, emphasizing pipeline contribution over traditional metrics. For the tech industry and consumers, it highlights the growing importance of transparent and results-oriented marketing practices. Adapting to these changes will be crucial for marketers aiming to demonstrate value and drive growth in a competitive landscape.
Key Takeaways
- 75% of marketers face higher accountability expectations
- Leaders now focus on pipeline contribution instead of lead volume
- Marketing measurement is shifting towards revenue and pipeline impact
Explore topics:
harris poll
marketing impact
pipeline contribution
performance marketing
measurement visibility
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