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Most B2B ABM programs fail before the first campaign goes live
Demand Gen Report’s benchmark survey for 2026 shows a shift in B2B marketing strategies. Companies are moving away from focusing solely on Marketing Qualified Leads (MQL) volume. There is now a greater emphasis on pipeline quality metrics that are more likely to result in sales action.
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Key facts, context, and what it means, in one minute.
B2B teams are prioritizing pipeline quality metrics over MQL volume.
Demand Gen Report’s 2026 survey indicates a strategic shift in marketing approaches.
Sales teams prefer metrics that directly influence their actions and outcomes.
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- The Lead Quality Reset: Take the 2026 Demand Gen Benchmark Survey ↗· 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.
