Many companies overlook the importance of thoughtful onboarding. Success at work is about much more than "hitting the ground running" or taking over high-stakes projects, it's about setting up new staff with a sustainable path for long-term success. 

Lead scoring is an invaluable tool when properly implemented, yet many companies rush to launch it without considering deeper strategies or long-term planning. This often leads to overthinking, underthinking, or creating an unsustainable model that quickly becomes outdated, ultimately making it less effective than having no scoring at all. Marketing operations teams understand there’s much more to it than just assigning a score—it’s time to take their insights seriously.

Many companies struggle to find a sustainable source tracking and attribution model due to a mix of legacy issues and complex end-to-end challenges. But the tools and attribution models alone can’t save us from bad data and inconsistent source hierarchy foundations. It’s time to think more critically about how we organize and construct our source labels so we can build upon a strong base to innovate. 

Are some of the assumptions we've been making all this time serving us? Are we setting ourselves, our teams, our tools up for success? There are several times in marketing operations that it pays to seriously ask questions that help understand if the things we keep doing every day are actually working, and if not, what can we do to change that.