Dec 18, 2024

Son of a glitch! We apologize for sending the wrong newsletter this morning. Here’s the right one…

Here’s a prediction for 2025 that comes as no surprise: The C-suite will be firing questions at marketing about their impact and budgets. The good news is marketing is equipped to answer all these questions, especially in the B2B go-to-market ecosystem. Today, contributor Mark Stouse spells out why causal analytics proving GTM value will be a marketer’s best friend when the heat cranks up.

Also today, editor-at-large Kim Davis gives us the latest on TikTok’s Supreme Court challenge ahead of a looming January 19 ban.

Chris Wood
Editor

Adobe: Lead Generative AI Deployment for Marketing

B2B marketing

What else we're reading

Good reads and conversations to help good marketers get better.

Colleges embrace the influencer career path.
TikTok CEO drops by Mar-a-Lago.

MarTech research

Surveys and research reports to make you a more-informed marketer

The 2024 MarTech Replacement survey tracks the replacement of applications in the martech stack yearly. Download the 2024 report (no registration required).
NEW! Take our 2025 State of Your Stack survey and share your vision for your team’s martech stack. We’ll unveil the findings in 2025 and share them with the community.

What they're saying

“As skill gaps in marketing grow, demand is outpacing the supply of qualified talent.” Nickole Brown in How to build a skill development culture for MOps success.
“Risk is the No. 1 issue facing many businesses in 2025. The gray swans are gathering, and when that happens, the likelihood of one or more black swans showing up increases dramatically.” Mark Stouse in It’s time for B2B marketing to understand its GTM role.