The Marketing Accountability Gap Widens with More Spending Producing Less Clarity
Businesses have never had more ways to spend a marketing dollar, or more data supposedly proving those dollars are working. SEO agencies report rankings. Digital firms report clicks and conversions. Social teams measure engagement. PR tracks visibility. Paid media produces attribution dashboards. Now companies are adding another layer as they race to optimize for AI-powered discovery.
Yet beneath all those metrics sits a surprisingly basic question: Which investments are actually generating qualified opportunities, customers and revenue? For many businesses, the answer is far less clear than the dashboards suggest.