Almost 90% of marketing leaders are more focused on business objectives today than five years ago.

However, only about a quarter start the planning process by identifying their desired business outcomes. This disconnect is at the core of the findings in a report from Walker Sands, a full-service B2B marketing agency.

Surveying more than 150 marketing leaders and 50 non-marketing C-suite executives, the Outcome-based Marketing: The Case for a Perspective-Shift in...