“Pipeline influenced” was the top response for the first time as primary metric marketing departments were being measured on (32%), followed by MQLs/SALs (27%), total leads/inquiries (15%), accounts engaged (15%) while 1% only are measuring using the web traffic.

These insights were conducted from December 2016 through early January 2017, and the report is based on responses from 105 marketing executives from companies ranging in size from under $10 million in revenue (34%) to $1 billion plus (10%). The highest percentage of respondents (39%) were midmarket from organizations in the $100 million range. The respondents represent a range of different industries. The largest sector is software/technology (53%), followed by business services/consulting (19%).