Whether you are on a sales or marketing team, there’s usually one unifying message that supports many of your company’s goals: Running your business more intelligently.
It’s a theme we’ve recently seen at SiriusDecisions Summit in 2017, but the momentum has been building for some time. One thing is clear — marketing and sales intelligence are no longer buzzwords and have true staying power in the digital age. In fact, leading companies are beginning to see that investing in smarter, innovative solutions makes a lot of sense for many of their operational goals.
Predictive technology and AI-assisted sales and marketing platforms are excellent examples of tools that are helping businesses of all industries rise to the top. Not only does this ensure salespeople and marketers are leading in their respective industries, but it also helps teams spend less time researching and more time doing the actual work of marketing and selling to their respective audiences.
Common Roadblocks to Business Intelligence
A lot of people are talking about predictive sales and marketing, but some companies might still be hesitant to jump on board with artificial intelligence for business. As we mentioned in a case study highlighting the use of EverString and Marketo, there are several reasons for this:
- Business leaders are currently working at companies that don’t prioritize intelligence capabilities.
- Customers don’t fully understand the value of a marketing or sales department that utilizes data and intelligence.
- Users are unsure how to put marketing and sales intelligence into practice. Or, they don’t understand how it will impact their day-to-day workflow.
Despite these initial questions about machine learning and AI for business, a lot of leading sales and marketing teams have already seen the ROI from business intelligence, including more sales effectiveness, improved leads and opportunities, and an increase in sales and marketing account targeting.
Businesses large and small can benefit from business intelligence, especially with platforms that are designed to scale like EverString. However, according to a recent Salesforce survey, 61% of small business owners believe their companies aren’t ready for AI even though it could bring many cost-saving and productivity benefits to their bottom line. That’s why it’s so important to understand what business intelligence is, and why it’s important for the future growth of your company.
Why Smart Business Growth Matters
So, what does it mean to grow your business intelligently? And, more importantly, why should your sales and marketing team care?
- It can help you draw in new customers. The biggest key to marketing success? Understanding your customers. AI-assisted marketing tools give you a plethora of information and insight into your next potential customer, from technographic and firmographic data to company size, location and revenue.
- It can take the guesswork out of closing deals. Sales teams spend way too much time mining the internet for qualified leads to add to their pipeline. Smart business leaders are starting to lean on AI-assisted capabilities to accomplish these tasks so that sales teams can spend more time doing what they do best: closing deals.
- It gives you time to connect with customers. This is a common problem for many sales and marketing teams. They need more face time to keep the client relationship steady, but with all of the other things they need to attend to in their schedules (forecasting, research and meeting prep) there just never seems to be enough hours in the day. With AI-assisted capabilities, they can let machine learning offload most of this work for them so that they can spend more time prospecting and campaigning.
If you are reflecting on your time spent at SiriusDecisions Summit and thinking about how business intelligence can help grow your company, you’re not alone. Learn more about how AI-assisted marketing and sales capabilities can bolster your effectiveness, increase ROI and help you better connect with your customers.