Four checks that will tell you where your marketing measurement is leaking. All of them are runnable this week, none of them require a platform decision.
59% of marketers say they can measure marketing's financial impact.
Only 45% of finance leaders agree.
Just 12% call that measurement resilient under pressure.
ANA and NewtonX, June 2026.
"We're a Microsoft house, so we turned Copilot on for everyone." I hear a version of this across very different industries here, usually with some confidence. It is a sensible first move. It is also where most companies stop.
"Agentic AI" is not a rebrand of ChatGPT. The difference is whether the system waits for you. And it is already showing up in how software is priced, not just what it does.