Nearly half of marketers are guessing. We can do better.

How causation trumps correlation when measuring campaign effectiveness.

by Keith Turco July 06 2026

There's a confession buried in Madison Logic’s recent Harris Poll survey data that should give every CMO pause: Nearly half of B2B marketers, 48%, admit they often feel they’re guessing which marketing activities drive business purchases.

Not estimating. Not approximating. Guessing.

Perhaps extreme comparisons, but in medicine, guessing gets patients hurt. In engineering, guessing gets bridges condemned. Practically speaking, in corporate leadership, operating on guesswork is a business and budget killer.