2026 CMO Research Report
The Website-to-
Pipeline Gap
Key Findings
Detailed analysis
FINDING 01
7 in 10 SaaS marketing leaders see their website as a revenue engine
A clear majority (70%) of SaaS marketing leaders say their website is a primary or major driver of pipeline.
When compared to those who said the website is a minor contributor, the leaders are nearly 2x more likely to run conversion rate optimization (CRO) monthly (47% vs. 27%), and nearly a third have increased investment in customer case studies (29% vs. 0%) as a core opportunity-driving content type.
FINDING 02
As SaaS companies scale, measurement
moves closer to revenue
The more mature the company, the more tightly the website is measured against business outcomes. As organizations scale, measurement shifts from activity metrics (MQLs, engagement) → pipeline volume (opportunities) → direct revenue contribution.
- Smaller orgs (≤200 employees): Split evenly across MQLs, engagement, and opportunities — a signal of early-stage maturity where website success is framed around leads and activity rather than financial impact.
- Mid-market (201–500 employees): 37% name opportunities created as the top KPI, reflecting a pipeline orientation but still focused on volume over outcomes.
- Larger orgs (501–5000 employees): Shift measurably closer to revenue: 33% select revenue as their primary KPI, compared to just 20% in mid-market. Opportunities (30%) and MQLs (26%) remain in play, but the balance tilts toward outcomes tied directly to dollars.
FINDING 03
97% of top-performers report web revenue metrics monthly
Among marketing leaders who rank the website as a primary or major contributor to pipeline, 97% report revenue outcomes (among other KPIs) on a monthly basis. This cadence matters. It ensures that digital touchpoints are continuously tied back to pipeline performance.
FINDING 04
Weak attribution = 1.7x more budget pushback
Attribution isn’t just about reporting accuracy — it’s about having the leverage to defend and expand marketing budgets with stakeholders and executives. Yet the majority of marketing leaders (72%) still rely on basic attribution (single-touch) or no formal attribution at all.
Among these leaders, roughly 1 in 3 (36%) said a lack of robust attribution has negatively impacted budgets. By contrast, only 1 in 5 (21%) using multi-touch attribution reported the same pushback.
FINDING 05
1 in 6 leaders can’t quantify their website’s conversion rate
A meaningful minority of senior marketers (16%) can’t state their primary CTA conversion rate. That blind spot appears alongside two patterns that limit pipeline:
- Underperforming CTAs: More than half (63%) of this meaningful minority report sites that convert under <4%
- Fewer optimizations: Only 1 in 4 (25%) of this meaningful minority conduct monthly CRO (vs. 44% among leaders who know their rate)
FINDING 06
AI is the #1 investment, yet 58% say ROI is minimal, flat, or uncertain
AI search optimization captured more incremental budget than any other channel (78% say that investment increased in 2025), but outcomes remain murky: 58% of investors didn’t see clear pipeline gains.
With AI optimization being an emerging practice, it’s clear that CMOs have more work to do in adopting and refining to gain data clarity.
AI Investment Impact on Pipeline
FINDING 07
51% of SaaS companies are considering a redesign in the next 12 months
A website redesign wave is coming, with 35% of marketing leaders saying it will happen within the next 12 months. Another sizable group (16%) is “considering” a redesign, underscoring demand and urgency, but cite delays linked to budget, resourcing, and internal buy-in.
A strong focus on evidence-led improvements stands out among the companies actively planning a redesign (approved or in scoping):
- Buyer/user interviews (66%) and website message/usability testing (63%) are the backbone of the process.
- Win/loss analysis (51%) and Sales/CS feedback (49%) translate customer truth into messaging.
- Structured experiments that drove copy/IA changes (34%) and analyst/third-party research (34%) round out the playbook.
This data-led approach is in stark contrast to aesthetic-led redesigns we’ve seen in decades past. Subjective stakeholder likes and dislikes usually don’t translate to pipeline, whereas this focus on data and voice of the customer research is far more likely to succeed.
Takeaways for CMOs preparing for 2026 and beyond
CMOs driving the most pipeline treat their website like a product, not a project. Meanwhile, teams that underperform cite the same recurring blockers — budget, bandwidth, and misalignment — which stall progress and leave opportunity on the table.
To compete in 2026 and beyond, marketing leaders need to shift from managing pages to managing performance systems:
- Operationalize website revenue reporting. Set up monthly tracking and reporting for sourced %, influenced %, and SQL rate. These metrics give credibility in boardrooms and clarity in budget cycles.
- Treat the website as a living growth platform. Continuous CRO, not episodic redesigns, is the new baseline for efficiency.
- Fund data-driven redesigns. The next redesign wave is already underway, but not every redesign will be equally impactful. The differentiator will be data: user interviews, win/loss, and usability testing to guide messaging and accelerate alignment.
- Invest where performance meets perception. Brand and web are now inseparable revenue levers. A cohesive digital brand experience signals credibility, drives conversion, and compounds every other marketing dollar.
About Tiller
Tiller is a digital marketing agency that drives repeatable, scalable revenue for B2B SaaS. If you’re looking for bigger brand impact, a high-performing websites, or ad campaigns that convert, we’re the partner you’ve been looking for.
Methodology
Between Sep 26 – Oct 1, 2025, we surveyed 100 senior marketing leaders (CMOs, SVPs, VPs) from predominantly mid-market and enterprise SaaS firms where websites are expected to play a direct role in pipeline creation.
Respondent roles
The survey focused on responses from leaders directly responsible for pipeline performance, ensuring the findings are highly relevant to decision-makers with budget authority.
- VP Marketing: 49%
- Chief Marketing Officer (CMO): 35%
- SVP Marketing: 14%
- Other senior marketing leadership: 2%
Company size
Our survey targeted primarily mid-market and enterprise SaaS companies, where scaling growth and proving ROI are critical leadership priorities.
- 201–500 employees: 54%
- 501–1000 employees: 28%
- 1001–5000 employees: 15%
- 51–200 employees: 2%
Industries
Nearly all respondents operate in SaaS/software, with crossover into the fintech, IT services, and security — ensuring the data reflects the realities of tech-forward B2B growth teams. Note that respondents could select more than one industry, so the total exceeds 100%.
