Metric Monday: Introducing the 2025 Marketing Measurement Benchmark — and a Familiar Problem

saraboostani · June 2025

Hi all,

This week’s #MetricMonday comes with a bit of a bonus — this year's Marketing Measurement Benchmark is officially live! And we didn’t stop there. We’ve also released three companion reports, each offering a different lens on how B2B marketers measure performance: by type of offering, by deal size, and more. All four are linked below, free and ungated. Enjoy & and please share the love with a colleague 🙂

For our Metric of the day, here’s one that captures a central theme running through the data:

8 in 10 marketing organizations say they run an ABM program. But of those, more than 80% describe their efforts as either “just getting started” (27%) or only “somewhat developed” (54%).

To be honest, this tracks with what we’ve suspected over the last few years of studying measurement. Marketers are running ABM in name — but most are still measuring success using lead-based metrics. And if your metrics are rooted in a model that ABM is designed to move away from, it's no surprise that scaling is hard to justify.

Doing one thing (ABM) while measuring another (leads) has kept programs stuck. The longer we accept that, the longer we remain in these stalled stages. It really needs to change.