A Better Way to Link Sales and Marketing
Companies are inhibited by siloed customer data. Digital customer hubs can help. by Prabhakant Sinha, Arun Shastri and Sally Lorimer
Summary.
Today’s savvy business customers have high expectations when they interact with companies. Whether they’re trying to learn about a product or service or are ready to buy it, and whether they’re using digital channels or interacting with inside and field salespeople, they want the experience to feel personalized and seamless. Unfortunately, many companies struggle to provide that. Siloed departments operate with disconnected data, fragmented knowledge, and an incomplete suite of digital capabilities. That makes it impossible for people across their organization—from marketing to sales to customer service—to access real-time, synchronized data and insights to support in-the-moment customer interactions.