So what's something B2B marketing teams are still doing now out of habit that you think no longer works?

This one is probably with my performance and growth marketing roots is probably going to...

Five years ago, Aaron would be mad by me saying this, but focusing way too much time on this granular multi-touch attribution, trying to get to the root.

It's similar to the buying behavior question from earlier is...

I would love to know exactly the path and the touch points that created that conversion or created that buyer.

But again, people are not shopping linearly.

And the juice is not really worth the squeeze when it comes to focusing so much of your effort on trying to find the exact right attribution model.

So what is one thing you wish you could change about marketing if you could?