Accelerate growth through test-and-learn marketing culture

Path to full-funnel marketing strategy

CMOs and marketing leaders have always been asked to justify budgets through demonstrated results, but now they are asked to do more with less. Marketing budgets as a percentage of revenue fell from 9.1% in 2023 to 7.7% this year, representing a significant drop off compared to pre-pandemic marketing spend.

In this whitepaper, we will discuss the measurement jobs necessary to enable a full-funnel marketing strategy, highlight the testing levers that should be considered, and provide an overview of our recommended testing approach.