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2025 marketing strategy benchmarks

High-performing marketing teams build smarter strategies from the start

What separates leading marketing teams from the rest? It’s not just bigger budgets—it’s sharper thinking, deeper audience insights, and more disciplined planning. This report uncovers the mindset, strategies, and investments that drive marketing success, based on our annual survey of marketing leaders across industries. Designed for CMOs and senior marketers, the marketing strategy benchmarks offers a data-backed roadmap to build stronger, more scalable go-to-market strategies in 2025.

This report covers

What high-performing marketing teams do differently
How they plan, prioritize, and operate for impact
Where they focus across the funnel—and what’s underutilized
How they allocate budget and adopt new technologies like AI
Clear next steps to help your team keep up—and catch up

Insights for more effective marketing strategies

Whether you’re building next year’s marketing plan or realigning in-flight efforts, this report offers clear, actionable guidance to move from reactive to revenue-driving.

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What’s next?

Whitepaper

Go-to-Market Strategy

A new golden age for employee benefits

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Go-to-Market Strategy

2025 marketing strategy benchmarks

High-performing marketing teams build smarter strategies from the start. This report uncovers the mindset, strategies, and investments that drive marketing success, based on our annual survey of marketing leaders across industries.

Resource

Go-to-Market Strategy

The state of healthcare digital CX

The digital shift in healthcare: Are payers and providers keeping up? This report reveals CX trends from 1,000+ insured consumers—uncovering what’s working (and what’s not) across insurance shopping, care access, and wellness engagement.

The state of healthcare digital CX

How consumer expectations are reshaping payer and provider go-to-market strategies

Digital expectations, rapid technological advancements, and changing regulations are reshaping how consumers buy health insurance and access healthcare. Today’s consumers demand seamless, personalized, and digitally integrated experiences, driving payers and providers to evolve or risk falling further behind.

We surveyed 1,000+ privately insured individuals (across ACA, Group, and Medicare Advantage plans) to uncover key CX trends across three areas:

Purchasing health insurance
Accessing healthcare services
Engaging in health and wellness activities

Within each area, we highlight survey findings, strategic implications and provide actionable insights to help payers and providers refine their CX strategies and boost engagement in today’s increasingly digital and consumer-driven market.

Select insights from the report:

Digital enrollment must boost member confidence: Consumers who work with agents report about 23% higher enrollment satisfaction compared to those who enroll without an agent.
Pharmacy BOPIS usage is 22% across segments: Group members use ‘buy online purchase in-store’ the most at 26%.
Health insurers trail other insurers in using email to communicate with members: 58% of consumers with homeowners’ insurance said email was a top communication channel from their insurer vs. 49% for those with medical health insurance.

Unlock key insights for CX success

Download “The state of healthcare digital CX” report to explore how consumer expectations are reshaping payer and provider go-to-market strategies and discover how to navigate today’s rapidly evolving CX landscape.

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What’s next?

Whitepaper

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A new golden age for employee benefits

Employee benefits are at a turning point. Discover how GTM leaders can cut through complexity and unlock growth—read the whitepaper.

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2025 marketing strategy benchmarks

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The state of healthcare digital CX

2025 B2B sales benchmarks

High-growth sales teams don’t just execute better—they think differently

What drives B2B SaaS sales teams to outpace their peers and achieve 20%+ YoY revenue growth? They’re not just working harder—they’re approaching sales with smarter strategies and tighter alignment. This first edition of our annual survey uncovers the mindset, tactics, and structures that set these high-growth leaders apart. Designed for sales leaders and CROs, it provides a clear roadmap to evaluate and activate growth opportunities with precision.

This report covers

Key differences between sales team archetypes: Steady Builders, Market Contenders, and Growth Leaders
Essential attributes of high-performing sales organizations
Building blocks to advance to the next level of growth
Five priority actions for sales leaders heading into 2025

Select insights

33% of high-growth companies set targets based on opportunity potential rather than existing revenue.
Growth leaders employ documented, long-term growth plans and segment-specific strategies while aligning closely with marketing teams
Leading sales teams operate with an average of three customer segments compared to two or fewer for lower performers.
Industry-specific targeting and account ownership strategies drive greater efficiency, with single account ownership boosting ACVs by 40% compared to hunter-farmer models.
Growth leaders align sales compensation with strategy, ensuring motivation and clarity of focus.

Whether you’re looking to optimize sales operations, align your team with strategic goals, or unlock the next level of performance, this report offers the clarity and direction needed to succeed in an increasingly competitive B2B SaaS landscape.

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What’s next?

Whitepaper

Go-to-Market Strategy

A new golden age for employee benefits

Employee benefits are at a turning point. Discover how GTM leaders can cut through complexity and unlock growth—read the whitepaper.

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2025 marketing strategy benchmarks

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The state of healthcare digital CX

The impact of AI on go-to-market strategies, programs, and investments

Research and insights from high tech market leaders

Generative AI (GenAI) is beginning to revolutionize sales and marketing by enabling highly personalized customer interactions, automating complex processes, and providing deep data-driven insights. To explore this further, we surveyed high tech market leaders. The resulting insights can help inform the future of marketing and sales motions—and where to place investments to deliver more effective and efficient Go-to-Market (GTM) strategies—in the age of AI.

This report covers

Top areas of expected AI disruption
Timeframe for adapting new GTM models
Most promising areas for GTM disruption
Reimagining jobs to be done within marketing, sales, and strategy
Key inputs needed to optimize GTM performance in the AI era
Delivering on the promise—top areas of investment needed

Select insights

60% of respondents believe changing “Competitive Landscape” is the top area of expected disruption.
Over 54% of respondents recognize the urgency to explore new growth opportunities and fund these initiatives more swiftly due to the rapid pace of AI innovation.
58% of respondents predict the most significant change in selecting channels and routes to market.
While all leaders recognized the need for substantial investment requirements, not all agreed on where.

Whether you’re navigating the impact of AI on customer personalization, content development, or strategic agility, this report provides the insights needed to stay ahead of the curve.

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What’s next?

Whitepaper

Go-to-Market Strategy

A new golden age for employee benefits

Employee benefits are at a turning point. Discover how GTM leaders can cut through complexity and unlock growth—read the whitepaper.

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2025 marketing strategy benchmarks

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Build a more effective and durable revenue engine through customer success

Transform your customer success function into a powerful engine of growth

Customer Success (CS) has evolved from a reactive customer service role into a strategic imperative for B2B organizations. This marks a fundamental shift towards proactive engagement, focusing on developing enduring partnerships and driving mutual success.

That’s why we’ve developed an actionable approach to transform CS functions from cost centers into powerful engines of growth. By deeply integrating CS with strategic business objectives, companies enhance customer satisfaction and retention—as well as unlock new revenue opportunities through upselling, cross-selling, and strong customer advocacy.

Download the framework for all the details on transforming your CS function and get our checklist of six to-dos.

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What’s next?

Whitepaper

Go-to-Market Strategy

A new golden age for employee benefits

Employee benefits are at a turning point. Discover how GTM leaders can cut through complexity and unlock growth—read the whitepaper.

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Go-to-Market Strategy

2025 marketing strategy benchmarks

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Unlocking growth through the power of key account programs

Transform key account management programs into indispensable tools

For all the promises Key Account Management (KAM) programs make around developing strategic relationships and driving consistent, predictable revenue growth, almost half of key account programs fail or need to be rebuilt (Gartner). Unsurprisingly, this dynamic has left commercial leaders wondering if the benefits outweigh the headache. That’s why we’ve created an actionable approach to enable commercial leaders to build and transform KAM programs into indispensable tools for unlocking growth.

Download the framework for all the details on developing a KAM program and get our checklist of five to-dos.

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The following are three areas of focus that are crucial to a successful KAM program...

Strategy Development

Prioritize building long-term, collaborative partnerships based on mutual trust and value creation, rather than short-term sales activities/transactions.

Foundation Elements

Identify, align, and engage the right accounts with tailored revenue motions and seamless cross-functional collaboration.

Supporting Infrastructure

Ensure teams possess the skills, expertise, and management mechanisms needed to drive key account success.

What’s next?

Whitepaper

Go-to-Market Strategy

A new golden age for employee benefits

Employee benefits are at a turning point. Discover how GTM leaders can cut through complexity and unlock growth—read the whitepaper.

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Go-to-Market Strategy

2025 marketing strategy benchmarks

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Go-to-Market Strategy

The state of healthcare digital CX

Measuring the impact of brand marketing on business growth

Making the case for brand marketing

Businesses with direct customer ties have a unique advantage in driving sales. However, they often struggle to measure the long-term benefits of brand and upper-funnel marketing—focusing instead on short-term gains. The detrimental effect? This oversight can lead to a drop in market share. A deeper dive into data and historical studies reveals that strategic brand investments are pivotal for long-term growth.

Download the framework for methods and examples on decoding brand’s true impact.

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This framework unpacks the value of brand and how to measure its impact, including...

The Imperative of Upper Funnel Strategy

Drawing insights from Les Binet and Peter Field’s groundbreaking study, we highlight the crucial role of maintaining an ‘Extra share-of-voice’ (ESOV) for ensuring market growth and impacting long-run demand generation performance.

Modeling the Impact of Brand Health

To measure a brand’s impact, a multi-stage modeling approach can unveil how brand health drives response.

A Case Study Example

How better brand health resulted in more efficient performance marketing for a streaming services business. In addition, how these results drove top-down strategic and operational impact.

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2025 marketing strategy benchmarks

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The state of healthcare digital CX

The state of marketing analytics

Where marketing analytics teams stand on the path to advanced analytics

While marketing analytics has grown exponentially over the last decade, it still struggles to provide value in many organizations. And with a recession uncertain, budgets face scrutiny for teams that cannot show substantial value.

We have developed a framework to assess maturity in marketing analytics. To understand the current state of marketing analytics across industries, we conducted a comprehensive benchmark study to assess a performance baseline and prioritize improvement areas. Within these pages, we hope to help marketing analytics leaders get a sense of where they stand and the improvement areas that matter.

This report covers

Direct-from-the-source challenges and priorities heard from marketing analytics leaders
Key insights on how organizations are maintaining, running, and growing their analytic functions
Go-forward actions for marketing analytics teams to improve processes and advance analytics

Select insights

67% of benchmarked organizations said that adding data to a centralized data lake requires centralized IT support and takes significant time to accomplish
38% said that no version control system is in place; code is saved locally or on network drives
More than 50% said they had limited to no data scientists or engineers
33% said they had no process to ensure campaigns, tactics, and cells were appropriately tagged

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What’s next?

Whitepaper

Go-to-Market Strategy

A new golden age for employee benefits

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2025 marketing strategy benchmarks

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A CRO’s guide to transforming the channel for XaaS success

Research and insights on optimizing channel strategy to outperform the competition

In facing an uncertain economic climate ahead, technology businesses are rethinking already complex routes-to-market and partner channels. Coupling uncertainty with the rapid progression to XaaS selling models, CROs are faced with a burning question,“How do I transform and future-proof my partner channels to drive efficient revenue growth in the subscription economy?”

Our analysis

In conducting both quantitative benchmarks and interviews with today’s fastest-growing technology leaders, we set out to highlight the challenges and priorities in 2023 and beyond. In addition, we present a clear path forward for CROs to transform their partner channels for XaaS success.

This report covers

The need for change accelerated by the uncertain economic climate
The value pivot occurring in the channel
Direct-from-the-source challenges and priorities heard from tech executives
Four steps to building a modern partner model

Select insights

Modern partners (MSPs, CSPs, SIs, ISVs) are 2X more likely to ‘Significantly Increase’ XaaS revenues in the next 5 years
Only 35% of respondents on average were ‘very satisfied’ with partner performance outside of initial opportunity identification
Executives are 3X more likely than managers to believe they are behind the competition in quantifying the right number/mix of partners to deliver target revenues

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What’s next?

Whitepaper

Go-to-Market Strategy

A new golden age for employee benefits

Employee benefits are at a turning point. Discover how GTM leaders can cut through complexity and unlock growth—read the whitepaper.

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Go-to-Market Strategy

2025 marketing strategy benchmarks

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The state of healthcare digital CX

Evaluating lead generation campaigns for long-term success

Four-step approach to combat lead generation decline and strategy drift

Growing competition and increasing internal pressure often push marketing teams to focus on short-term gains and incremental performance improvements above all else. However, best-in-class marketing teams know that long-term success is dependent on periodically assessing lead generation campaign performance holistically to intentionally evolve campaign strategy and measure effectiveness.

Download the framework for a detailed look at the four steps you must take to evaluate your lead generation campaigns.

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What’s next?

Whitepaper

Go-to-Market Strategy

A new golden age for employee benefits

Employee benefits are at a turning point. Discover how GTM leaders can cut through complexity and unlock growth—read the whitepaper.

Resource

Go-to-Market Strategy

2025 marketing strategy benchmarks

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Go-to-Market Strategy