Why ROI Isn’t the Top Priority Anymore

Are marketers focusing on the wrong metrics?
New research reveals a surprising shift: While data and ROI have long dominated marketing conversations, today’s leaders are placing greater emphasis on something more foundational—understanding their customers.
In this episode of MarketingEDGE, we explore what this shift means for B2B marketing teams and why deeper audience insight may be the most valuable competitive advantage in a crowded, fast-moving landscape.

What You’ll Learn
- Why customer understanding is overtaking ROI as a top priority
- The risks of relying too heavily on surface-level metrics
- How better audience insight improves personalization and lead quality
- Why more tools and bigger budgets aren’t always the answer
- What high-performing marketing teams are doing differently

Why It Matters
As pressure mounts to deliver results, many teams instinctively turn to more data, more tools, and more output.
But the latest findings suggest a different path forward:
the marketers who win aren’t the ones doing more—they’re the ones who understand more.

Prefer to read the article? Click here.