The canonical practice

Choose measurable outcomes that connect marketing activity to the business result.

What the current news changes

With AI technologies rapidly transforming industries, B2B growth leaders must prioritize outcomes that reflect the impact of AI on customer acquisition, retention, and expansion, ensuring their strategies are outcome-oriented and business-focused.

What to do now

1. Identify and set SMART objectives that link AI-driven marketing initiatives to specific revenue targets, such as increasing ARR by 20% through targeted ABM campaigns by Q4 2026.
2. Utilize prospect lists and opportunity tracking tools to monitor the progress of AI-focused initiatives, ensuring that marketing activities are directly tied to measurable outcomes.
3. Regularly review and adjust objectives based on performance data, ensuring continuous alignment with business goals and the evolving AI landscape

Sources

• UK government mulls compulsory AI safety reportingSifted · sifted.eu
• Personal DayStratechery · stratechery.com
• This Researcher Has a Warning About Bitcoin Security: It’s Time to Plan for ‘Bunker Mode’Inc. · inc.com
• Buying the Entire Stock Market Is Really Just a Narrow Bet on Tech DominanceInc. · inc.com
• Firmus IPO Debacle Raises the Bar for Asia AI Deals in PipelineBloomberg Technology · bloomberg.com
• Europe’s fastest-growing fintechs are queueing up for growth-stage funding roundsSifted · sifted.eu
• DBS CEO Tan Says Market Is Repricing Risks on AI FinancingBloomberg Technology · bloomberg.com
• The founder’s guide to TechCrunch Disrupt 2026: Everything you need to knowTechCrunch · techcrunch.com
• Aaron Sorkin’s ‘Social Reckoning’ is off to a weak startTechCrunch · techcrunch.com
• Jason’s Takes on This Week’s 20VC: Loyalty Changed for Good, Agents Now Pick Your Vendors, and When to Take the $2 BillionSaaStr · saastr.com

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