Founder, CEO & Strategist since 2001. Anders provides thoughts and reflections about how to think about onlinification and digitalisation in B2B.
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If I would start a new company tomorrow, I know exactly in what end to start and what to set in place before I even employ someone or am ready with the business idea.
Most companies claim to prioritise digitalisation, especially in sales and marketing. However, very little has happened, even though most companies have invested heavily in projects, consultants and software.
The problem is that they are misguided.
I know that I need a single source of truth, but most sales, service and marketing automation platforms make that nearly impossible. There are many disparate tools to choose from, creating a seamless experience for user and customer challenges. Companies need to layer CRM data, marketing engagement data, customer service data and buyer behaviour data from third-party tools to get a complete picture of the customer experience. But most platforms exist in a silo, making it nearly impossible to leverage real-time data to meet your potential and existing customers in the right place, at the right time.
Many CRM systems are separate from their sales, marketing, support and service procedures, creating many sources of truth. So, most customers are cobbling two or more tools together, resulting in unreliable data and poor experiences. Without accurate data, they're missing out on many opportunities.
Leveraging sales, service and marketing in a CRM allows you to create hyper-personalised experiences and more 'delight' moments. Doing so is a prerequisite to providing better experiences with cleaner/more complete data quality.
If I started a new company tomorrow, I would make sure that I become a modern company by investing in the only software that can provide the above, and I would adapt my processes to that software.
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