Metric Monday: Tracking B2B Project Delays and Cancellations in 2024

saraboostani

It’s not unusual for planned initiatives to be delayed—priorities shift, budgets tighten, external conditions change, among much else.

As part of our Marketing Spend report, we wanted to begin tracking how often organizations experience delays or cancellations. We asked nearly 400 B2B marketers whether their organization had delayed or canceled any planned investments or projects in 2024.

55% said yes. Most weren’t full cancellations—just postponements into 2025 or by a few weeks/months.

Interestingly, despite much of our sample reporting stable or strong financial performance, more than half of those who experienced delays or cancellations cited economic uncertainty or budget constraints as the reason.

Are broader economic narratives influencing decision-making, even among companies with healthy performance indicators? Interesting to consider. I’m curious to see how this looks a year from now.

@Kerry

Kerry

We've been hovering in a couple years of uncertainty, where neither the best nor worst predictions have come true. One thing our report does make clear: most organizations entered the year intending to grow.