Metric Monday: Doing More with More - Marketing Budgets vs. Pipeline Goals in 2025

Hi all,

“Do more with less” gets a lot of airtime, but when you ask marketers directly about whats happening at their organizations, most say they are actually "doing more with more".

In our latest data (~400 B2B marketing orgs), 57% of organizations said their pipeline goals are increasing in 2025. And for nearly three-quarters of them, budgets are going up too. Only 6% say they’re being asked to do more with less. Another 23% are expected to stretch—higher targets, flat budgets.

The pressure is real for some. But for most, the resourcing is rising with the ambition.

@Kerry