Advances in data integration, AI-driven analytics, and attribution modelling are reshaping how marketing ROI is measured. The focus is shifting away from vanity metrics and toward what really matters: revenue contribution, pipeline growth, and long-term value.

As the final quarter of 2025 comes into focus, many commercial leaders are already thinking about how to set themselves up for a strong start in 2026. Experience tells us that the teams who enter January with energy, structure, and pipeline already in motion are the ones who end the year stronger. Yet too often, Q1 is wasted on planning and catching up rather than capitalising on early momentum. Here's how to make a fast start to 2026.