The article discusses the need for new metrics in B2B marketing due to shifts caused by AI and changing buyer behaviors. It argues that traditional attribution models are outdated and suggests a framework that separates influence, demand, and revenue metrics. The conversation emphasizes the importance of aligning marketing with sales to reflect its role in driving revenue.

The marketing efficiency ratio (MER) measures how much revenue is generated for every dollar spent on marketing. It provides a comprehensive view of marketing effectiveness across all channels, unlike ROAS which focuses on specific ad campaigns. This article explains how to calculate MER, its importance, and how it compares to other metrics.

This article discusses how to measure SEO and AEO effectiveness, emphasizing revenue as the primary metric for 2026. It also highlights resources like the AEO+ SEO Playbook for deeper insights.