Only 49% of B2B marketers trust the data they budget with
A 400-person 10Fold study finds fewer than half of B2B marketers are confident in the accuracy of data guiding budgets, even though measurement steers strategy for roughly 85–88% of them. The gap traces to disconnected reporting: only 35% have fully integrated measurement, and 37% still lean on spreadsheets. Budgets are moving downstream, yet trust hasn't followed.