The daily briefing · Friday, October 23, 2026
Defining Measurable Objectives for B2B Growth in 2026
To drive sustainable growth and revenue in 2026, B2B leaders must define clear, measurable objectives that directly link marketing activities to business outcomes, ensuring resources are allocated efficiently and impact is maximized.
The canonical practice
Choose measurable outcomes that connect marketing activity to the business result.
What the current news changes
With companies like Infosys cutting forecasts due to IT spending cuts and Meta struggling with negative free cash flow, the emphasis on measurable outcomes becomes critical. Objectives must be defined in a way that reflects tangible business results, allowing for better decision-making and resource allocation.
What to do now
- Identify key performance indicators (KPIs) that align with business goals, such as ARR growth, customer retention rates, and customer acquisition costs.
- Establish clear, measurable objectives using the Objectives and Key Results (OKR) framework, ensuring each objective is specific, measurable, achievable, relevant, and time-bound (SMART).
- Implement an opportunity tracking system to monitor progress towards objectives, regularly reviewing and adjusting strategies to ensure alignment with business outcomes.
Sources
- Infosys Lowers Sales Forecast After Companies Curb IT SpendingBloomberg Technology · bloomberg.com
- Sharp Tech on Video: Netflix Angst, the End of the Internet, and Meta’s VR GlassesStratechery · stratechery.com
- Meta Posted Record Sales but Still Had Negative Free Cash Flow. 1 Number Explains WhyInc. · inc.com
- Predictions 2027: In Retail, Value WinsForrester · forrester.com
- Warhound raises $200M to engineer war dogs and arm them with Anduril gearTechCrunch · techcrunch.com
- The secret to fast startup growth isn’t early sales, top names in tech sayTechCrunch · techcrunch.com
- 20VC x SaaStr: $20M ARR and Unfundable, Anthropic’s $16.8B Quarter, and Modal at $15.75BSaaStr · saastr.com
- Exclusive: Slingshot Raises $27M In Seed Funding To Build An Insurer For Those Small Policies Sold At CheckoutCrunchbase News · news.crunchbase.com
- Acquirers Are Snapping Up Boom-Era Startups That Haven’t Raised Funding In YearsCrunchbase News · news.crunchbase.com
- 5 Interesting Learnings from Braze at $910 Million in Revenue: A $5.66B Sale to Salesforce, 26% Growth, and Operating Expenses Up Just 6%SaaStr · saastr.com
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