-->

Insight

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.