For about fifteen years, B2B marketing measurement was built on a simple premise: you can follow the buyer across the internet. Third-party cookies tracked their journey across websites. Ad platforms tracked their impressions and clicks. Data brokers matched their online behavior to their identity. The CRM stitched it all together into a neat story: this person saw this ad, visited this page, downloaded this asset, attended this webinar, and eventually became a customer. That

Change at any level is both essential and challenging. No matter how much technology or process is involved, humans must adopt said change.

This post, part of a multi-post series of our 2021 Marketing Operations Report, explores how MOPS can help future-proof any B2B org.