To dig even deeper into the latest B2B marketing trends, ON24 polled over a thousand marketers on how their role is changing and the challenges this shift brings. The findings demonstrate that marketers are taking on more strategic priorities, and as a result, have a greater opportunity to align, scale and optimize marketing programs. Key findings include: 

• Clarity in pipeline ownership and reporting is a critical gap 
• Pipeline results and engagement data are top sources for optimization
• Marketers struggle with scaling programs but AI can be the solution