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

saraboostani
saraboostani Posts: 395 6senser
in Research Road

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.

Screenshot 2025-05-05 at 1.18.49 PM.png

@Kerry

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Comments

  • Kerry
    Kerry Posts: 188 6senser

    There's a negativity bias in what we see online — even on LinkedIn. It's important to keep that in perspective!

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