Founding a B2B SaaS company is an exhilarating, yet high-risk experience. Creating a new market category at the same time even higher risk and often serves primarily to pave the path for second-generation market entrants who learn from the successes and failures of the first generation. Anurag Khemka, is a founding father of B2B Marketing Automation. Back in 1996, when the internet was first being commercialized, most B2B marketers were just starting to think about how to develop more personal, 1:1 relationships with potential customers. Anurag founded MarketFirst, the first generation of enterprise-class marketing automation technology. Developing the software was the easy part, educating an entire market on how to design, build, and execute B2B marketing campaigns on the internet was the real challenge. Marketing Automation is now one of the most mature segments of the MarTech market (8K+ companies). Marketing Operations is a mature, yet still evolving profession that was spawned out of the need to manage and maximize the return on Marketing Automation investments. Anurag is a founding father of both Marketing Automation and Marketing Operations, and for anyone who seeks to better understand how history predicts the future, you should listen to this episode!