How the digital sales professional will change marketing’s customer intelligence

Abstract

Leading-edge personalisation companies like Amazon and
Netflix pioneered the use of collaborative filtering to convert
customer similarities into powerful predictors of interests. Many
organisations followed suit, and big data arose in part with this
objective in mind. Yet sales organisations have lagged in this
area, with limited experimentation with statistically-based
optimisation solutions. More importantly, sales and marketing
organisations have largely failed to unify their customer data to
make this possible. However, change is in the making. As sales
organisations adopt intelligent mobile solutions in their
engagements with customers, the opportunity to track
receptiveness at a granular level is bringing a volume of
preference data to the enterprise, similar to how marketing data
exploded with the advent of the internet. This paper addresses
how intelligent mobile applications have created the digital
sales professional, and how this is changing companies’ abilities
to share customer data throughout their organisations. This is
enabling an optimal and consistent approach by sales and
marketing organisations, and a much improved experience for the
customer.