Resources

Our resources created to help B2B marketers prove - and improve - the value of marketing.

Discover the Sojourn Blog

AI Beyond Productivity: Where are the real business gains?

The next phase of AI value will not be defined by who can create the most content, automate the most tasks, or boast the loudest about “copilot” adoption. It will be defined by who can build a better operating model around it.

Thinking of moving from 6sense to Demandbase? Here’s why more B2B teams are making the switch

No ABM platform is magic. None of them can rescue poor process, vague ownership, or marketing teams that are still mistaking activity for progress. But platforms can make good teams better, or they can trap them inside expensive ambiguity. That is why the case for moving from 6sense to Demandbase is getting attention.

MQLs are the hangover: Why marketing should stop celebrating leads and start building pipeline

How do we help more of the right accounts become sales-ready in ways that look like deals we actually win? That question forces a more grown-up strategy. It pushes marketing closer to revenue. It exposes weak measurement. It sharpens targeting. It improves alignment with sales. And, perhaps most importantly, it stops teams mistaking form fills for progress.

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Discover The MOPs Brief

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The MOPS Brief is the podcast for Marketing Operations professionals who make modern marketing happen - from behind the scenes and in front of the numbers.

Each episode, we bring you sharp conversations with the people solving problems in real-time: automation experts, MarTech strategists, data wranglers, and process perfectionists. From campaign chaos to tech stacks gone rogue, we break down the news, the trends, and the battle-tested lessons that keep the gears turning.

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Building a stronger Marketing foundation: How The Associated Press modernised ROI reporting, preferences, and lead management

When a global organisation like The Associated Press (TAP) wants to modernise its Marketing Operations, the goal isn’t just new tools, it’s creating clarity, compliance, and consistency that scale.

Seamless Marketing Automation migration: How Progress integrated ShareFile into Eloqua

When Progress acquired ShareFile, they faced a classic challenge in Marketing Operations: How to migrate an entire marketing automation system into an existing production platform without disrupting campaigns, losing data, or compromising compliance.

From data chaos to clarity: How Norstella unified marketing performance with Tableau

For Norstella’s marketing team, reporting had become a scavenger hunt. Data lived across multiple systems, filters didn’t align, and every “simple” question about performance meant another round of manual pulls, spreadsheets, and late nights reconciling mismatched numbers.

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Discover our MOPs Maturity Indicator

Get your Snapshot

Get a clear snapshot of your Marketing Operations maturity with a short, structured review designed to surface reality, not aspiration. This isn’t about how advanced your stack looks on a slide or how many platforms you’re paying for. It’s about how well your marketing actually runs day to day.

This short assessment highlights where your Marketing Ops are actively enabling performance - improving speed, consistency, insight, and confidence - and where hidden friction is quietly slowing teams down. The kind of friction that doesn’t show up in dashboards but leaks time, trust, and revenue over months.

State of Marketing Operations 2026

In 2026, Marketing Operations has evolved into a strategic powerhouse within B2B enterprises, with AI accelerating that shift even further.

No longer stuck in the back office, Marketing Operations now plays a central role in digital transformation, revenue generation, and organisational growth, helping businesses turn AI, data, and technology into something useful.

In a marketing environment that is more complex, more connected, and more demanding than ever, enterprises are relying on Marketing Operations to create efficiency, accountability, and measurable impact across the customer journey, while making sure AI delivers real value rather than just more hype.