Trust Is Invaluable in B2B Sales
Trusted companies garner twice as many recommendations, Forrester finds.
Marketers Need Transparency with Consumer Data
PCH finds consumers are increasingly concerned with data privacy.
Contact Centers Add Technology but Still Fall Short
CCW Digital finds that CX technologies have not changed CX delivery.
A Look Ahead at CRM in 2024
Industry players share their thoughts about what lies ahead for sales, marketing, and customer service.
Required Reading: The Key to Selling More Is Selling Nothing
Salespeople need to talk less and listen more.
How to Get the Most Out of Intent Data
Use intent signals earlier in the sales process, Forrester says.
CX for 2024 Offers Opportunities, Challenges
Forrester says that companies need to judiciously invest in and use generative AI and similar tech.
Required Reading: Revenue Growth Is Possible with Responsible AI
Have a clear objective and ethical framework when applying AI to sales and marketing.
For Younger Consumers, It’s Self-Service or Nothing
Gen Z and Millennials tend to give up when self-service doesn't work.
In 2024, Don’t Let Modest Budgets Create Complacency
Forrester urges CRM practitioners to focus investments on innovation and skills.
IDC Offers a Framework for Developing a GenAI Strategy
AI requires a responsible policy position, strong architecture, and skilled staff, the IDC says.
Generative AI Offers Significant Customer Success Benefits
Automated content creation can fuel growth without adding head count, Forrester finds.
GenAI to Benefit Customer Service—Eventually
Generative AI is not yet ready for customer-facing use cases, Forrester asserts.
Marketing Needs to Work with Security
The lack of collaboration can expose companies to real problems, Forrester notes.
FTC Plans Crackdown on Fake Reviews, Influencers
New rules would prevent companies from using bogus customer comments or suppressing negative ones.
Required Reading: Rethink Go-to-Market with a Growth Mindset
Consider naming a chief growth officer who's responsible for the full customer journey.
Sales Challenges Remain Consistent
There's been little change in sales priorities and problems over the past four years, RAIN Group finds.
62 Percent of Customer Service Handoffs Are High-Effort
Transitions between self-service and assisted channels lead to worse CX outcomes, Gartner finds.
35 Percent of CROs to Establish a Generative AI Team Within Two Years
Generative AI will democratize, accelerate, and enable buyer-centric messaging, Gartner reports.
Required Reading: Ad Agencies Need a Radical Makeover
Fees should be based on quality and quantity rather than hours.