B2Bs keep asking the wrong questions in their RFPs.
And it’s leading to a frustrating mismatch between how we work — and how we measure the work.
We spoke to 426 senior marketers about their RFPs and the results show old processes aren’t fit for purpose. In planning and executing cross-channel campaigns, in assessing AI, in measuring success, marketers aren’t asking the right questions. So they’re not getting the right answers.
Join us as we break down the insights from our research and share four frameworks that help B2Bs:
Plan more collaboratively with defined KPIs
Manage omnichannel campaigns centrally
Build a full-funnel scorecard for assessing performance
Create an AI evaluation framework that actually works
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