For decades, B2B marketing budget planning has struggled due to inadequate technologies, limited signals, and reliance on outdated models. Chris Golec, CEO of Channel99, highlights issues like the misfit of consumer-focused technologies for B2B, the neglect of vital account-level interactions, and the inefficacy of credit-based models which fail to adapt quickly. Despite these challenges, there's optimism for AI and improved benchmarking to revolutionize budget planning, offering insights into effective channel allocation and enabling data-driven decisions. Current options include sticking with path-based models, using benchmarking data, logistic regression to understand deal success likelihood, and adopting media mix models for comprehensive spend optimization across channels.

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