How does your organisation measure marketing success? Have you moved beyond MQLs to adopt new metrics that better capture marketing's impact on revenue?

If you have evolved marketing success measurement, what challenges have you encountered in transitioning from lead-centric to account-based, buying group-centric or other marketing measurements? How have you addressed these challenges?

Would you characterise your organisation's revenue generation as more sales-led or marketing-led? What factors influence this assessment?

Given the complexity of B2B buying journeys, how do you quantify marketing's influence across multiple touchpoints?

How have you approached the alignment of marketing and sales teams around target accounts, including defining roles and establishing handoff points throughout the buying journey? What strategies have been effective, and what challenges persist in this alignment?

Has your organisation adapted its marketing approach to engage B2B buying groups? If so, what strategies have you found effective for targeting multiple stakeholders within an account?

Do you have systems in place to identify when multiple individuals from the same account show interest simultaneously?

Are you leveraging intent data, anonymous web traffic insights, AI, and predictive analytics to identify in-market accounts, influence buyers early in their journey, and prioritise your marketing efforts - if so how?

Recent studies suggest that 84% of buyers have largely decided on their preferred vendor before making contact. Are you familiar with this or similar B2B buying behaviour research? (If yes) How has this insight influenced your strategy for early brand positioning? (If no) Given this information, how might it shape your approach to marketing, particularly in the early stages of the buying journey?

Looking ahead, what do you anticipate as the most significant changes in B2B marketing, and how is your organisation preparing for them?