MMX as the Decision Engine

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Budgets are under the microscope. CFOs want proof, not promises. CMOs are being asked one question louder than ever:

Which channels truly drive revenue?

The timing couldn’t be sharper. Across B2B, leaders are rethinking how they measure marketing effectiveness. With cookies crumbling, digital signals fragmenting, and buying cycles stretching across quarters, the old playbook isn’t holding up.

Enter Marketing Mix Modeling (MMX), once the domain of consumer brands, now stepping into B2B boardrooms. But here’s the catch: traditional MMX wasn’t built for long sales cycles, multi-touch journeys, and buying committees, which is why the conversation is shifting to B2B-specific MMX.

This edition of Horizons looks at what’s driving the shift, what leading analysts are saying, and how teams are adapting to budget defense and smarter allocation.

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Where the Industry’s Headed

Modern MMM Needs a Reality Check in B2B

Classic MMM tools often falter in B2B- long sales cycles, fragmented touchpoints, and CRM-first mindsets make the consumer playbook a poor fit. Gartner’s “5 Key MMM Tips for CMOs” lays out where flexibility ends and why B2B needs its own model.

👉 Dive into Gartner's view →

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Measurement Confidence Is the New Currency

Tools alone don’t win boardrooms; trust does. In “Build Trust In Marketing Measurement With A Data Strategy,” Forrester argues that without robust data foundations, even the most advanced models fail to persuade finance leaders.

👉 Dive into Forrester’s view →

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Theme Spotlight: MMX as the Decision Engine

When finance asks, “What should we cut, where should we double down?”—dashboards won’t do. B2B Marketing Mix Modeling (MMX) gives a portfolio-level answer grounded in math, not myth.

What makes B2B MMX different (and necessary):

Built for long cycles & buying committees: Lag structures up to 360 days; stage-aware models (MEL→MQL→SQL→Opp).
Data science that mirrors GTM: Bayesian ridge regression, adstock/carryover, geo segmentation, automated feature selection, so brand, paid, events, SDR/AE touches, and macro signals all count.
Operational cadence: Daily scoring, quarterly retraining for fresh response curves, contribution, and scenario plans.
Decisions you can defend: Response/ROI curves expose saturation; Scenario Planner shows the lift before you spend.
Enterprise fit: Region-level views (Americas/EMEA/APAC), data warehouse writebacks, SOC2/ISO posture, vendor-led implementation.

How it works in RevSure:

MMX reveals which channels have the most impact, how returns level off, and where to allocate budgets.
MTA (multi-touch attribution) explains the “why” by tracing the buyer journey across touches and campaigns.
Incrementality acts as the reality check, validating whether results are truly causal.

That’s why RevSure delivers MMX as part of a unified B2B measurement system, integrated with MTA and Incrementality, so leaders can allocate with conviction and optimize with precision.

👉 Read the article: Why the MTA vs. MMX Debate Is Holding B2B Marketing Back →

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Play of the Month: Full-Funnel Agentic AI in Action

This month’s spotlight comes from the Agentic Distribution Summit by HSE, where our CEO, Deepinder Singh Dhingra, walked through how RevSure’s Agentic AI transforms the B2B go-to-market strategy. Instead of siloed tools and isolated agents, Deepinder showed how RevSure delivers a full-funnel AI infrastructure that:

Harmonizes messy GTM data into a single source of truth
Deploys agents across marketing, SDR/BDR, sales, and partner motions
Predicts pipeline coverage and accelerates conversion with context-aware orchestration

The result? A system where agents don’t just act; they act with shared context across the entire buyer journey.

👉 Watch now →

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Product Deep Dive: RevSure Marketing Mix Modeling

Every marketing dollar should create a measurable impact. RevSure MMX shows which channels truly drive pipeline and ROI, with clear, data-backed insights. Here’s what it unlocks:

Channel Contribution: See which campaigns and channels move the needle on pipeline and bookings.
Quarterly Views: Track spend, ROI, and pipeline value over time to spot shifts in efficiency.
Performance Comparisons: Use dual-axis charts to uncover which channels deliver the most value per dollar.
Response Curves: Identify the point of diminishing returns and optimize spend levels.
Scenario Planner: Run “what-if” simulations to reallocate budgets with confidence before dollars move.

…and much more to help every dollar work harder.

👉 Explore RevSure MMX in action →

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Customer Spotlight: Agent.ai

Agent.ai, an AI-powered customer interaction platform, entered 2025 chasing deep user engagement. While Google Ads fueled over 1M+ sign-ups in Q1, the team faced a critical question: Is LinkedIn really driving long-term, high-value adoption or just sign-ups?

Using RevSure’s Marketing Mix Modeling (MMX), Agent.ai uncovered LinkedIn’s hidden power:

86% of Google’s high-value users (HVUs) in Q1 at just 13% of the spend
34% lower cost-per-HVU on LinkedIn vs. Google
2.5x ROAS lift revealed through MMX

What traditional attribution missed, RevSure MMX made clear: LinkedIn wasn’t just delivering sign-ups; it was accelerating long-term, engaged adoption. With MMX guiding budget shifts, Agent.ai turned spend into smarter growth and sharper ROI.

👉 Read the full case study →

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Recognition & Reviews

RevSure Earns 19 G2 Fall 2025 Badges

From “High Performer” to “Users Love Us,” customers are recognizing RevSure for pipeline visibility, ROI impact, and ease of doing business.

👉 See the LinkedIn announcement →

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Events & Learning

Brand in Action: RevSure at INBOUND 25

This month, RevSure made a noticeable appearance at INBOUND 25, not just inside the expo hall, but also outside. Walking billboards at the Moscone Center turned heads and got conversations started before attendees even reached the doors.

It wasn’t just about being visible; it was about reinforcing RevSure’s message of full-funnel AI for B2B GTM in unexpected ways. And of course, the action continued inside at Booth 80, where our team met with hundreds of GTM leaders eager to talk forecasting, attribution, and pipeline acceleration.

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