The sales pipeline is unpredictable
Marketing is impeded by disparate data
Growing complexity and fragmentation among marketing technology has caused marketers to operate in data silos. Marketers lack a complete quantified overview of their impact which prevents them from understanding why certain leads are better than others.
Sales lacks key customer insights
Successful sales operations require in-depth insight about customer needs, wants, behavior, and stage of consideration. Marketing should be able to provide this insight, but the process is often disrupted by disjointed software platforms and data.
IT needs to service disparate systems
In theory, the role of IT is to support marketing and sales operations by enabling the sharing of data. However, this is extremely challenging when, in reality, most companies rely on overlapping and/or disparate systems that cause data integration issues.
Today’s customer demands a new approach
Besides internal challenges, companies are also facing an external challenge—influencing the modern tech-savvy customer who researches in-depth before buying. The new purchasing patterns demand new marketing and sales strategies.