How successful marketing teams are optimizing performance in 2026 (and what metrics they're tracking)

"HubSpot's 2026 State of Marketing report uncovered some good news: 65% of marketers are meeting or exceeding their performance benchmarks. But that success doesn't happen by accident. Behind those results are clear priorities, rigorous testing, and a sharp focus on the right metrics. This post explores how the most successful teams are optimizing performance in 2026, and which KPIs they trust most to guide their decisions."

"Marketers report that their budgets are facing more scrutiny than in past years, and expectations are rising. Leaders want to tie revenue to marketing activities, which means every line item in their budget needs to deliver an ROI. Major roadblocks to success include: Measuring marketing ROI (33%). Generating quality leads (29.6%). Keeping up with platform and algorithm changes (29.8%). Sales and marketing misalignment (27.6%). Effectively using AI (25.7%)."

65% of marketers are meeting or exceeding performance benchmarks, driven by clear priorities, rigorous testing, and metric focus. Budgets face increased scrutiny and leaders require revenue tied to marketing activities, making ROI essential for every budget line. Major roadblocks include measuring marketing ROI (33%), generating quality leads (29.6%), keeping up with platform and algorithm changes (29.8%), sales-marketing misalignment (27.6%), and effective AI use (25.7%). Marketers must measure, analyze, and optimize campaigns frequently. Top KPIs prioritize lead quality, revenue impact, and efficiency, shifting focus away from vanity metrics toward business-supported performance.

Read at Hubspot