Marketing and Sales Ops (CMO, CSO)

Marketing and sales teams are drowning in data. But ensuring that data is high-quality and using it effectively are vexing problems. Sales and marketing staff struggle to wrangle data about marketing interactions, product usage, and customer service to tell the whole story about customer behavior. Digital commerce is also changing as a growing percentage of customers prefer digital interactions, which can only be understood and optimized using a large collection of data. The need to reduce data costs and produce more targeted marketing has led to the creation of micro-segmentation, which is reliant on data that is validated, cleansed, and organized. Organizations need a partner like Infoverity to implement a high-quality data management program to monitor the performance of their sales and marketing teams.

Sales and Marketing Challenges

Understanding Changes in Buyer Behavior

Since the pandemic, buyer behavior has changed significantly. Sales and marketing teams can’t rely on past performance to reach customers today. Customers increasingly prefer digital or hybrid experiences, bypassing traditional interactions with sales. To avoid higher rates of buyer remorse, organizations must use detailed demographic data to engage buyers effectively.

Finding the Right Data

To understand consumer behavior, sales and marketing teams need 360-degree views of customer data that includes their history and interactions. Quality data management with a partner like Infoverity provides such an integrated analysis allowing businesses to fully track buying history, product experiences, and consumer preferences.

Dealing with Staff Turnover

According to Gartner, sales and marketing teams are facing unprecedented rates of turnover and burnout. To improve recruitment, retention, and the performance of talent, companies must adopt data management tools and strategies that allow for targeted campaigns that boost results and support the jobs of sales and marketing.

The Need to Incorporate AI/ML Intelligence

Companies must incorporate AI-guided selling and marketing into their consumer interactions. AI can improve sales analytics and seller effectiveness, and help overcome talent shortages. Quality data management is the only way to incorporate the data AI needs and allow marketing and sales to put it to use.

65%
Will transition

Gartner estimates that by 2026, 65% of B2B sales organizations will transition from intuition-based to data-driven decision-making using technology that unites workflow, data, and analytics.

80%
Will occur

Gartner predicts that by 2025, 80% of B2B sales interactions between suppliers and buyers will occur in digital channels.