Recent Discussions
RevCity is the home for B2B marketing, operations and sales professionals to share best practices and ask questions about revenue AI, ABM and revtech.
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Metric Monday: Brand to Demand Spend
When budgets shrink, brand is the first to go. Among the ~400 B2B marketers we heard from, those with increased or unchanged marketing budgets in 2025 allocate ~30% of their brand + demand spend to brand. But when budgets decrease, that share drops to 20%. It’s a predictable move—but not a strategic one. Cutting brand may…
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Metric Monday: Tracking B2B Project Delays and Cancellations in 2024
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…
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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…
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Wednesday Wisdom: Half In, Half Out - AI Budgeting Report
There’s no shortage of talk about AI. And with the rise of generative tools, it’s moved quickly from “wouldn't it be cool if…” to functional reality—changing how teams produce, personalize, and scale. But as expectations rise, the picture around who’s budgeting for it is more measured. Our latest research shows that just…
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Wednesday Wisdom: Behind the Headlines - A Closer Look at B2B Marketing Budgets in 2025
Hi all, It’s easy to get swept up in headlines that focus on cuts and slowdowns. But when we asked B2B marketers about their own organizations, most painted a different picture—one marked by growth, rising budgets, and a focus on new priorities like AI. We wrote a report about it, and it's available to read now. Based on…