Viewpoints

Why Small Businesses Need a Complete CRM

An integrated platform can save SMBs money and lead to stronger ROI and a better customer experience.

The 6 Habits of the Modern Chief Marketing Officer

Changing times call for changing behaviors, and the shifting expectations of marketing's purview has transformed what it takes to be a successful CMO.

The Single Most Effective Sales Strategy: Word of Mouth

Getting referrals is the best way to close more deals, generate more value, and retain customers for longer. But don't take our word for it. Here's the data and science to back it up.

The Sales-Customer Relationship Needs Clear Give-and-Take

What should be a mutually beneficial relationship can turn into a mutually suspicious relationship—unless both sides understand the rules.

Sales Enablement vs. Sales Engagement: What’s the Difference, and Why You Need Both

Though each has its own focus, both work toward the common goal of helping reps win more sales.

For Retailers, AI Is the Customer Care X-Factor

Turning comments and sentiment into structured data that generates requires a balance of human intelligence and artificial intelligence.

Digital Disruptors Do These 3 Things With Their Data

Here's how to make more meaningful, strategic use of your data and deliver super-personalized customer experiences.

The Case for Integrating CRM and Marketing Automation (Video)

X2CRM CEO David Buchanan explains why CRM and marketing automation systems should be integrated rather than silo'd in this clip from CRM evolution 2018.

5 Lessons for Creating Best-in-Class Omnichannel Experiences

Shoppers today expect browsing and purchasing to be consistent and seamless, no matter where their experiences take place. Retailers should take note.

6 Ways to Prepare Your Small Business Now for the Holiday Season

Christmas doesn't come in July, but the summer months represent a pivotal opportunity to get ready for the holiday season by strengthening your relationships with customers and business partners.

What Start-Ups Can Teach Enterprises About the Customer Life Cycle

Enterprise marketers need a serious wake-up call on the need to create transactional and triggered email experiences that realize the full revenue potential of their most important customers—those they've already won.

Machine Learning Remakes the Sales Conversation

Forget the art of the deal; with AI and machine learning illuminating the patterns that result in successful sales, it's more like the science of the deal.

Rise of the Micro-Influencer: Turning Brand Users into Brand Advocates

For small and midsize businesses, micro-influencers are a cost-effective way to boost awareness, engagement, and sales.

Does Your Sales Force Automation Help Your Reps Actually Sell?

To boost productivity, client engagement, and the bottom line, SFA systems should prioritize the four V's: volume, velocity, value, and visibility.

Earning Consumer Trust Starts with Building Genuine Connections

To address the growing gap between brand message and public sentiment, the industry must hit the reset button, get back to its roots, and work to better understand, engage, and win consumers.

3 Questions to Ask About Any New Sales Tool

Technology can now capture insights about everything from weather patterns to the winning habits of your best sales reps. But before adopting a solution, here's what you need to consider.

4 Key Areas Customer Experience (CX) Leaders Must Master

These core competencies can help you take a 360-degree approach to customer experience, a journey that starts with seeing your business through their eyes.

5 Questions to Ask When Scaling an E-Commerce Business

To ensure you're scalable and profitable down the road, you need to have your strategies and tools in place now.

4 Ways AI Turns Customer Engagement Into a Science

Artificial intelligence can harness data to make your business smarter, more effective, and more successful.

Sales Metrics Should Focus on Measuring Relationships, not Activity

Sales organizations should build on the most human of metrics, with the help, ironically enough, of artificial intelligence.