La simplification législative sur l’homologation des pesticides – le pack Omnibus X – est décriée par les associations et ONG. Y compris par le syndicat agricole FUGEA. ...

The Jackson Housing Commission presented a package of recommendations — zoning simplification, a housing-incentive program using 50 city lots, preapproved house plans and a forgivable $15,000 second-mortgage pilot — and said Jackson is a top-10 finalist for a roughly $4.69 million Capital One Foundation grant.

More than 30 laws will be mothballed or repealed, the EU Commission announced on Wednesday, as its deregulation agenda continues to gather pace.

Unilever offers durable global consumer brands, improving organic growth and potential value creation through…

The Great Simplification with Nate Hagens · Episode

Today, the Commission adopted its 2027 work programme, setting out its main legislative and non-legislative initiatives for the year ahead. It is accompanied by the 2026 annual progress report on simp...

More than 30 laws will be mothballed or repealed, the EU Commission announced on Wednesday, as its deregulation agenda continues to gather pace.

Today, the Commission adopted its 2027 work programme, setting out its main legislative and non-legislative initiatives for the year ahead. It is accompanied by the 2026 annual progress report on simp...

Regulatory streamlining measures introduced by the European Commission aim to yield more than €22 billion in yearly savings for enterprises and public bodies.

Today, the Commission adopted its 2027 work programme, setting out its main legislative and non-legislative initiatives for the year ahead. It is accompanied by the 2026 annual progress report on simp...

According to the Future of Marketing 2026–2027 Report, nearly **63%** of marketing teams still assign 100% of a deal’s credit to a single touchpoint, whether that’s the first interaction (**37%**) or the last (**26%**). When your board asks which channel drove last quarter’s flagship win and you point to a single dashboard tile, you aren't intentionally _deceiving_ them. You’re offering a clean simplification, because the boardroom wants clarity, not the messy, nonlinear path a buyer actually took. This piece looks at: * Why the single-touch number keeps winning board meetings * The real blockers stopping teams from measuring it better * Where smarter boards have already shifted their attention * Three moves worth making before your board asks the question first ## **What the data actually shows** Roughly two out of three marketing leaders credit one moment in a buyer's journey with the whole sale. The models built to handle that journey’s full complexity barely get used. Algorithmic attribution sits at **13.6%** adoption, linear at **11.2%** , and time decay trails at just **3.7%** , adding up to roughly a quarter of the industry measuring the sale the way it actually happened. ****Source:**** Future of Marketing 2026-2027 Report A single-touch model loses nuance, and it redirects credit and budget toward whichever channel happened to be standing closest to the sale when it closed. The brand campaign that built awareness eight months earlier gets nothing. The paid search ad someone clicked three days before signing gets _all_ of it. As Dave Steer, Chief Marketing Officer at Webflow, explains: Dave is describing something most marketing leaders already recognize in their own reporting. That recognition hasn’t changed much. Nearly two-thirds are still building board reports around a model they’d struggle to defend under real scrutiny. ## **Why leaders keep giving this answer** Four marketing leaders described this same dynamic in different words, and taken together, they explain _exactly_ why the pattern persists. Ashlesh Shah, CMO at Canopy Services, named the temptation directly: > _“Boards want a level of attribution certainty that modern B2B marketing cannot authentically provide. My honest advice to a new CMO is to stop feeding the board fragile attribution models just to create a false sense of security or to make yourself feel safe._ > _“Reframe the conversation around macro accuracy early on. Shift their focus towards incrementality testing, LTV: CAC dynamics, blended MER, market share, and overall go-to-market efficiency.” -_**Ashlesh Shah, CMO at Canopy Services** That’s a hard case to argue with. A board fixated on proving which exact deal marketing caused is asking a question modern buying journeys can’t really answer, and a CMO who keeps trying ends up defending a number instead of a result. A defensible number and an accurate one aren’t always the same thing, and Ashlesh’s advice is to stop pretending they are. That’s **Felicitas Sommer, VP Marketing at PriceHubble** , describing the honest version of the job. Boards always want marketing to prove it caused revenue, she explained, but _"the best you can usually prove is contribution and correlation across a long, multi-touch buying cycle with several people involved. That gap never fully closes."_ Felicitas separates what marketing helped influence from what it actually caused, something most marketing reports blur together. It’s a harder habit than picking a clean number, but it holds up under scrutiny. There’s a name for this, and it’s not a flattering one. Yuvrraj Agarwaal, Chief Strategy Officer at Laqshya Media Group, calls it ‘**Metric Disease** ’: > _“The board wants certainty. Marketing can offer evidence, direction and honest ranges, not certainty. The danger is that the more precisely you measure, the more you optimize for what is measurable instead of what matters.”_ **- Yuvrraj Agarwaal, Chief Strategy Officer at Laqshya Media Group** Most teams chase the easiest metric to measure, not the most useful one. That gap doesn’t stay inside marketing’s own reporting, either. It spills into how departments trust each other’s numbers, which is the point Jennifer Griffin Smith, Chief Market Officer at Acquia, makes about co-measurement: > _“You can’t co-own what you don’t co-measure... The board doesn’t need five scoring systems. It needs one number moving in the right direction.”**-**_**Jennifer Griffin Smith, Chief Market Officer at Acquia** Line up all four of these opinions, and the pattern is hard to miss. Single-touch survives because it’s easy to defend, not because it’s the most accurate number. Marketing attribution models: Which one is for you?Are you measuring marketing success all wrong? Inside, we break down how to choose the perfect attribution model for your business.CMO AllianceSabrinthia Donnelly ## **What's actually in the way** Marketers were asked what's actually blocking reliable attribution. The answers point at infrastructure, not ignorance: ****Source:**** Future of Marketing 2026-2027 Report Half the industry is still wrestling with messy tracking and disconnected tools long before deciding which attribution model makes sense. It comes down to basic infrastructure. Data quality rarely keeps pace with data ambition. The same gap shows up everywhere right now, whether teams are trying to personalize experiences, plan budgets, or run strategies on tools that have outpaced what’s underneath them. Defaulting to last-click is often just a practical workaround for a stack that cannot support anything deeper yet. Swapping models won’t fix the number on your board slide if the data feeding it is broken. When you’re weighing next year’s martech budget, it’s worth remembering this. Another attribution platform won’t fix a tracking problem sitting underneath it. Top 10 best AI-powered marketing attribution tools​There’s no one-size-fits-all solution when it comes to the best AI-powered marketing attribution tools.CMO AllianceTeresa Garanhel ## **Where the board's attention has already moved** If your reporting still leans heavily on top-of-funnel activity, your board has probably already stopped listening to it. The Future of Marketing 2026-2027 Report found lead volume sitting well behind downstream conversions and actual revenue. A CFO doesn’t want a long list of activity metrics. They want commercial outcomes they can build a financial model around. We asked marketing leaders which metrics their boards quietly stopped asking about, and what replaced them. Their answers point to a clear pattern. #### **1. From MQL volume to pipeline velocity and market share** For a decade, reporting was dominated by the MQL. Today, sharper boards treat it as little more than modern website traffic. > _“For years, the board wanted the top-of-funnel number to go up and to the right. It stopped coming up once we could show that most of those leads never became a conversation with a buyer who had budget and authority. What replaced it is pipeline-influenced and sales-accepted opportunities.” -****_**Felicitas Sommer, VP Marketing & Communications, PriceHubble** Felicitas isn’t the only one moving past MQLs. Ashlesh Shah, CMO at Canopy Services, replaces them with something even further from a straight lead count. > _“At the board level, MQLs have been replaced by Category Market Share, evaluated through the dual lens of Demand Capture vs. Demand Creation. Market share tells you whether marketing is actually changing your position in the market.”_**- Ashlesh Shah, CMO, Canopy Services** Lead counting never really measured anything. It just felt like progress, and both leaders are describing the same shift away from it, just landing on different replacements. #### **2. From fractional software attribution to incrementality and MER** Multi-touch attribution software often produces false precision. Chasing the exact percentage each channel contributed has run its course. > _“Privacy shifts and non-linear buying journeys have exposed fractional software attribution as precise fiction. Boards no longer waste time debating which digital channel gets credit for a deal. It’s been replaced by Incrementality testing and Marketing Efficiency Ratio (MER), measuring holistic enterprise growth against total go-to-market spend.”_**- Ashlesh Shah, CMO, Canopy Services** #### **3. From raw noise to real commercial impact** The same shift is happening in brand and organic channels too. Impressions, reach, and vanity engagement numbers aren’t enough anymore. Social metrics on their own aren’t enough anymore either. Leaders are expected to show how those signals shaped an actual decision. > _“What I see replacing impressions and engagement is a different question: what are customers, the market and competitors telling us, and what did we do about it? I’d encourage leaders to show one decision that changed because of what you heard on social, alongside social’s contribution to the pipeline.”_ - **Scott Morris** , **CMO, Sprout Social** The takeaway for the boardroom is simple. Stop defending vanity metrics and attribution models built to fake certainty. _Show_ your impact through pipeline health, go-to-market efficiency, and market share instead. _Those_ are the numbers the rest of the executive team already watches. ## **Short-term proof still gets most of the attention** The same pattern shows up in how marketers actually split their ROI tracking, across three clear tiers. * Quick sales signals, heavily tracked: revenue generated (**68.7%**), conversion rate (**66.3%**), leads generated (**63.9%**) * Cost and traffic, tracked by about a third: customer acquisition cost (**38.6%**), website traffic (**36.1%**) * Long-term value, mostly ignored: brand lift (**18.1%**), customer lifetime value (**13.3%**) ****Source:**** Future of Marketing 2026-2027 Report Short-term proof points get nearly five times the attention that long-term value metrics do. That’s not random. Revenue and conversion rate are easy to defend in a board meeting. Brand lift and customer lifetime value take longer to prove and don’t reduce to one clean figure, so they get tracked less, even as several of the leaders quoted above argue memory and brand equity are what will matter most once production costs keep falling for everyone. ## **What CMOs can do about it** The single-touch default is the safest-sounding answer to a question that doesn't have a safe answer, and it's quietly misallocating both credit and budget away from whatever actually built the demand in the first place. Three places to start: ### 1. Audit your own board reporting Which number are you leaning on because it's defensible, rather than because it's accurate? Most CMOs already know the answer before they finish asking the question. ### 2. Fix the data problem before the model Half the industry already names data collection and integration as the blocker. A fancier attribution model built on messy data just produces a more confident-sounding wrong answer. ### 3. Pick the one number you're willing to defend Whether that's pipeline contribution, incrementality, or blended MER, choose it before the board asks for a precision you can't deliver, and say plainly what's measured versus what's inferred. None of this fixes itself overnight, and none of the leaders quoted here pretended otherwise. What they offered is a more honest starting point than the one most boardrooms are working from today. ## Grab your free copy of the Future of Marketing Report Attribution is only one part of what’s shifting in marketing right now. Download the full Future of Marketing 2026-2027 Report to see what’s changing in budgets, AI adoption, and team burnout too. Grab your copy