B2B Marketers Face Growing Pressure to Prove ROI as Revenue-Based Quotas Rise

B2B Marketers Face Growing Pressure to Prove ROI as Revenue-Based Quotas Rise

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Key Takeaways Revenue-based quotas for B2B marketers climbed to 33.3% in 2026 from 25.3% in 2025, and pipeline influenced is now the top performance metric at 44%. The share of organizations where brand and demand teams run shared campaigns jumped to 41.7% from 29.3%, signaling more unified strategies around revenue goals. Proving return on investment…

43% of companies have already priced AI productivity into sales quotas. Most haven’t earned it.

43% of companies have already priced AI productivity into sales quotas. Most haven’t earned it.

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43% of companies have already priced AI productivity into sales quotas. Most haven’t earned it. Eighteen months into the generative-AI era, sales targets are already moving on the assumption that AI is making reps faster, sharper, and more productive. But most companies haven’t actually proven that yet. According to CaptivateIQ’s 2026 State of Incentive Compensation…