Why Your Metrics Are Failing You: Rethinking Marketing Measurement in the AI Era

Traditional marketing metrics, MQLs, attribution models, and funnel conversion rates, are no longer keeping up with how buyers actually make decisions.

In this session, Aaron Dun, VP Marketing at Strike48, shares a candid perspective on why the measurement model itself is broken, how AI is accelerating that shift, and what CMOs should focus on instead.

We’ll cover the rise of the dark funnel, the limitations of attribution, how discovery is moving off-platform, and why revenue, not activity, should be the north star. Expect strong opinions, real examples, and practical ways to rethink your GTM strategy for 2026 and beyond.