75% of B2B Marketers Say Measurement Systems Fall Short of Budget Decisions
TLDR
A new study finds that while data shapes budgets for most B2B marketers, fewer than half fully trust its accuracy, largely due to siloed reporting systems.
Optimixed Overview
Optimixed's original report on this story.
According to a study from 10Fold surveyed 400 marketing and communications leaders, only 49% are very confident in the accuracy and completeness of their measurement data—yet that same data influences strategy or budgets for 85–88% of respondents across owned content, paid media, and paid social. The gap stems from fragmented systems: while 67% draw data from website analytics and social analytics respectively, and 63% from CRM systems, just 35% have fully integrated reporting across channels. Thirty-seven percent still rely on manual spreadsheets, and only 46% include agency or partner reports, making it difficult to connect media placements or content engagement to buyer outcomes. Executives increasingly trust business outcomes over vanity metrics—34% rank revenue impact as the most trusted metric, compared to 16% for pipeline influence and 11% for share of voice.