The Cost of Complexity in B2B Analytics

There's an old guard situation with B2B where people that have been in the industry put a lot of breaks to this process and say we don't need it. And then number two is because we don't have very well articulated and a lot of good examples in the space, I think, about how to do B2B analytics. We're so early on, and there's not enough knowledge that is shared out there. So we tend to overcomplicate the problem. A lot of times, but we do need to have really sophisticated third party solutions that help us do that right level of aggregation.

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