Can you trust your analytics?
Cookies will soon be a thing of the past, and third-party metrics like opens and click-throughs are on the way out. Bots are on the rise, and more people are using fake contact details to access gated content.
Meanwhile, data protection and privacy regulations continue to make life harder for marketing teams. Plus, static content like PDFs can't really tell you anything about engagement, no matter how good your analytics tools are.
All of this makes it very difficult to establish a connection between Marketing Operations and business outcomes and show senior leadership how your efforts lead to tangible results.