CHAPTER 8Blend Data into Insights That Inform Selling Actions, Conversations, and Decisions in Real Time
Unlocking the Potential of Analytics to Ignite Growth
The emergence of advanced analytics, AI, and Machine Learning (ML) – and the massive new sales engagement data sets to support them – represents the most significant opportunity to accelerate sales growth since the scale adoption of call centers (40 years ago), CRM (30 years ago), and digital channels (20 years ago). This revolution in advanced sales analytics offers growth leaders unprecedented potential to improve the productivity of revenue teams, multiply the return on selling assets, and create firm value. This makes the ability to capture and unify customer data and convert it into customer and seller insights that optimize and automate cross-functional sales, marketing, and service workflows a big priority.
Businesses and investors agree that better insights can fuel new revenue and profit growth. Growth leaders are investing heavily to realize this potential. On average, investment in advanced analytics will exceed 11% of overall marketing budgets by 2022.4 Spending on AI software will top $125 billion by 2025 as organizations weave AI and ML tools into their business processes.3 Ninety percent of organizations are using AI to improve their customer journeys, revolutionize how they interact with customers, and deliver them more compelling experiences.36
The leaders we spoke with were turning these investments ...
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