I think all stages are important in a B2B marketing campaign. What I think is often overlooked is the coherence of the whole process of the campaign – from start to finish. Sometimes, many campaigns get muddled along the way and the goal is forgotten in the processing and execution of the materials. Of course, there will always be changes as the planning and execution phases go by but they should always make the campaign better. Most of the times, many get de-railed and the campaign is not maximized since the goal was not given enough focus on.