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B2B demand gen is retiring the MQL: Demand Gen Report’s 2026 benchmark tracks the shift to revenue proof
The Demand Gen Report’s 2026 Benchmark Survey highlights a shift in B2B marketing from traditional metrics like MQLs to more robust indicators such as sourced revenue and pipeline influence. The report also notes the increasing importance of AI-driven workflows in the marketing process.
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Key facts, context, and what it means, in one minute.
B2B marketing teams are transitioning from measuring success through MQLs to prioritizing revenue proof.
AI-driven workflows are becoming increasingly significant in B2B marketing strategies.
Pipeline influence is now a critical metric in evaluating B2B marketing success.
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- Revenue Attribution: Take the 2026 Demand Gen Benchmark Survey ↗· Demand Gen Report
- Take the 2026 Demand Gen Benchmark Survey: Help Shape What Comes Next ↗· Demand Gen Report
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MarketScale NewsroomEditorial Team, MarketScale
The MarketScale Newsroom reports on the companies, technologies, and trends shaping 16 B2B industries. It turns primary sources and expert commentary into clear, useful coverage for the people doing the work.
