Things I have learned building this work, written down while they are still specific enough to be useful.
Most enterprise AI pilots fail an internal review not because the answers are bad, but because nobody can say what the system is structurally incapable of doing. Here is the pattern that fixes it.
Digital transformation in B2B marketing is usually lost in a budget meeting, not a strategy meeting. Here is the comparison that actually moves the number, and what management has to commit to for it to hold.
In most conventional B2B companies the marketing budget is set by whoever has the most experience and the most conviction. Experience is not worthless — but it is a hypothesis, and hypotheses are supposed to be tested.
Most conventional B2B funnels have exactly two states: enquiry and order. Everything between them lives in a salesperson's inbox and memory. That gap is where the majority of your pipeline quietly dies.
In most B2B organisations the biggest obstacle to digital marketing is not budget or technology — it is a sales team that has been burned before. Their reluctance is evidence, not ignorance.
The hardest part of a lead management transformation was not Power Automate or Salesforce. It was getting three teams to mean the same thing by the word "qualified".