A great customer experience is often cited as a key strategic advantage for businesses who operate in today’s competitive world. But the systems and processes that support this goal are often fragmented and outdated.
Technology infrastructure, and integration points, need to be considered; as does the opportunity for increasing accessibility and availability of information and services to your sales & marketing team. Deploying new technologies such as AI or self-service can also play a significant role in modernisation and transformation initiatives.
Here are the top 3 opportunities we see driving digital transformation in the sales and marketing arena.
Personalisation and relevancy drives marketing and sales success
Data drives relevancy. In a recent Salesforce survey, some 52% of consumers said they will switch brands if communications are not personalised and relevant. The ability get a single view of the customer or prospect (and make intelligent decisions about how to personalise their journey) will help you ensure your brand is serving the right message, to the right people, on the right channels, at the right time.
Buyer behaviour and expectation has changed.
The way we buy – particularly in light of the recent pandemic – has changed. Consumers tap into multiple digital resources to research and select products, and B2B customers often progress more than 70% of the way through the decision-making process before ever engaging a sales representative. This means the sales process needs to be smart, seamless and personalised to win and retain new customers.
Access to data drives better insights
Fast access to data is the lifeblood of any organisation. But given the average enterprise will have anywhere up to 900 different systems (with just 29% of those integrated*) that’s easier said than done. Integration with immediate access and visibility is now a key strategic imperative to win new business and make smarter decisions about where to invest.