Change fatigue is real. It’s happening. And if you’re a B2B leader responsible for Marketing Operations, integration, or strategy - you probably feel it in your bones. Let’s dig into why this is happening, what it’s doing to your team, and what you can actually do about it.

Mergers and acquisitions are high-stakes moves designed to unlock growth, expand market share, or streamline operations. But buried under the headlines and handshake photos is the unglamorous reality: data chaos.

Mergers and acquisitions are a special kind of chaos. MarTech teams often find themselves in the eye of the storm, trying to stitch together two (or more) wildly different tech stacks while maintaining business continuity, data integrity, and some semblance of sanity. In recent years, AI has been hailed as a silver bullet that can magically solve the complexity of stack integration. Spoiler: it’s not.

Mergers can feel like a tidal wave. But they’re also one of the only moments when you get a mandate to change everything - and build something better. As a MOPs leader, you’re not just keeping the lights on. You’re rebuilding the engine, in real time, while the car is still moving.

When two companies merge, most of the headlines talk about market share, valuations, and synergies. Maybe there’s a stock bump. Maybe there’s a press release with the word “transformational” used at least four times. But behind the scenes - usually just out of earshot from the boardroom - there’s a group of people quietly hyperventilating. They’re the ones staring down two overlapping, bloated, often contradictory MarTech stacks and wondering: how the hell are we going to

Too many CDP rollouts start with “let’s integrate everything,” instead of “let’s integrate what matters.” The result? Frankenstein stacks, overwhelmed marketers, and AI models trying to read tea leaves made of glitter.

Firstly, let’s get something out of the way: Not everything that claims to be AI is 

A leader in digital experience and business application solutions, sought to enhance their 6Sense investment to better align with their Account-Based Marketing (ABM) strategy.

For years, Marketing Ops has quietly kept the machine humming. But agentic AI changes the game. When your ops team can launch campaigns, fix processes, optimize spend, and scale governance - without needing a task list from above - they become strategic power players.

These aren’t just isolated wins. Together, they paint a picture of what smart, agile Marketing Operations can look like when strategy meets execution. Sojourn didn’t just bring tools. We brought structure, clarity, and momentum to complex enterprise challenges. And Citeline’s team? They delivered every step of the way.

If your Marketing Operations strategy hasn’t had a serious overhaul since Stranger Things Season 1… we have a problem. Because while the tech has sprinted ahead - hello AI, intent data, predictive modeling - the strategy holding it all together is still wearing skinny jeans and quoting "best practices" from 2017.

Most companies are trying to implement AI before they’ve done the basics. They haven’t mapped their processes. Their data is messy. No one knows who owns what. And yet… they’re plugging in AI like it’s going to fix everything.

Members of the Sojourn Solutions team had the opportunity to attend Demandbase GO in London on April 30, 2025. The event was a deep dive into the next evolution of Account-Based Marketing (ABM), the rise of agentic AI, and the reality of executing a go-to-market (GTM) strategy in today’s fragmented, buyer-centric world.

Somewhere inside your organization is a marketing technology stack that’s bigger, messier, and more haunted than anyone wants to admit.

If your "personalization" is just dropping a first name into a generic email template, you're not nurturing leads - you're nurturing your unsubscribe rate.

When used right, AI can absolutely help scale and sharpen your operations. But if you’re using it to dodge strategy, skip hard decisions, or chase shiny things - it’s going to hurt.

MarTech audits aren’t fun. They’re just necessary. And the longer you put one off, the worse it gets.

Starting May 5, 2025, Microsoft Outlook is rolling out new rules for high-volume email senders - and if you're sending more than 5,000 emails a day, you're on the list.

The rise and fall of the contact field, {misc_info_3} in the age of AI and ABM

Norstella’s objective was clear: consolidate platforms to boost efficiency, enhance data quality, cut costs, and enable smarter cross-selling and analytics.