3 Trends Transforming Sales and Marketing

By Elena Edington

It’s a whole new world for sellers and marketers. With the dawn of the digital era and the evolution of buyers, forward-thinking companies are transforming their approach to engaging customers — a transformation that begins with analysis and anticipation.

Reflecting back on a successful past first requires looking forward. Agile companies pivot their approaches based on current trends and educated predictions that will shape the business landscape. Many of these trends will be shared at TOPO Summit 2019, where 2,000 leaders (Highspot included!) will come together to discuss critical topics in revenue.

With the conference around the corner, we dove into three of today’s — and tomorrow’s — hottest topics that are impacting the modern market.

Human Empathy in the AI Revolution

Artificial intelligence (AI) is finally beginning to deliver on its potential for sales and marketing — thanks to human intelligence. Contradicting earlier industry hype that AI would supersede the human factor in sales and marketing, the reality is that human intelligence is playing an irreplaceable role in combining data and intuition to make smart business decisions. It is the combination of human empathy informed by AI that will progressively disrupt the sales and marketing industries in 2019, accelerating organizations’ ability to learn from, interact with, and delight their customers.

The digital age’s wealth of data created two extremes. At one end of the spectrum, many teams overanalyzed the minutiae, letting predictive analytics alone guide their direction and losing their way in the process. On the other end, teams shied away from the data deluge and continued to make choices based entirely on instinct and gut feelings, ignoring market signals.

Today, the lessons of these extremes are driving a convergence to humans intelligently applying AI to advance sales and marketing strategies and approaches. For example, a seller examines AI-driven content recommendations within her sales enablement tool. The seller chooses the asset that will resonate most based on a personal conversation with the buyer that provided insight into specific pain points and needs.

From semantic search to intelligent content recommendations to analytics, AI and machine learning are boosting sellers’ productivity and effectiveness and show no sign of slowing down. But while the artificial intelligence capabilities of today are more powerful than ever before, they prove most impactful when applied with human empathy.

The War for Sales Talent

A product or service may be top-notch, but it’s unlikely to fly off the shelf without top talent to sell it into the hands of buyers. Selling to the modern buyer is increasingly difficult, making top sales talent more valuable — and more challenging to attract and retain.

An important mantra for businesses looking to succeed in 2019 is, “Recruit, hire, train, and retain top talent.” Consequently, the war for sales talent is at an all-time high. CSO Insights reports that talent is a universal challenge for sales organizations with only 16% of sales leaders feeling confident that they have the talent they need to succeed. This problem is exacerbated by the demand for tech sales professionals currently exceeding the supply.

Given the fierce …read more

Read more here:: B2CMarketingInsider

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