Technology Exchange Sessions Dont Sideswipe Customers Because of Blind Spots Data Requirements

Don’t Sideswipe Customers Because of Blind Spots: Data Requirements for a Seamless Buyer-to-Customer Experience

Speaker(s):  John Donlon, Robert Muñoz

Track(s): Optimizing Technology Investments

Focus: Operationalize

Priorities: Marketing Data Management; Sales Reporting, Analysis and Intelligence

Once considered two separate paths, the buyer’s journey and the customer lifecycle are now inextricably linked, and customers expect a unified experience across both. When customer data is poor quality, overly dispersed or hard to access, it becomes an inhibitor to delivering a positive and consistent customer experience. This presentation will provide the following benefits:

For sales and marketing:

  • Understand which buyer and customer journey processes and technologies are most impacted by data, and learn how to ensure those activities are fueled with accurate and complete information
  • Determine your organization’s proficiency at data-driven customer engagement and how to improve it over time
  • Discover how sales intelligence can be integrated with insights from other areas of the organization to form a complete view of the target audience