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CRM Isn't Enough -- Here's What's Next - Forbes

CRM Isn't Enough -- Here's What's Next - Forbes | The MarTech Digest |
With the seismic shift in buyer behavior, we need something that goes beyond the limitations of CRM. We need to create an “AI System of Growth” that helps sellers sell in the way buyers buy. This requires three components: 1) Neural Data, 2) Sales AI and 3) Sales Engagement Apps.  

Neural Data

The modern approach to optimizing sales starts and ends with Neural Sales Data. Neural Sales Data, simply put, is human behavioral data with outcomes. For optimal success, it must be global and cross-company as well.

Sales AI

The math behind AI is becoming commoditized through companies like Google and Amazon, who give away algorithms and access to machine learning platforms. What they don’t give away, however, is the unique data that each organization (or sets of organizations) must obtain and compile on their own. 

Sales Engagement Apps

With Neural Sales Data interpreted by Sales AI, salespeople benefit from the collective experience of all salespeople in the system. They complete the circle by using sales engagement apps (email, phone, social, etc) that continually feed new data back into the system, allowing it to listen and adjust as the sales process progresses.  
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What the heck is a sales engagement platform anyway? - CIO

What the heck is a sales engagement platform anyway? - CIO | The MarTech Digest |
In the abstract, a useful sales engagement platform would encompass content management (a set of easily accessible product and market information with flexibility to change its presentation), integrated communications methods (like phone, email, web conferencing, and messaging, with related feedback), engagement analytics (to help management and reps understand what is happening across the platform), and guided selling (to help reps figure out what to do next in the sales process). In addition, sales reps need to be able to use the platform wherever is most convenient — whether in email, from a window in the CRM system, or on a mobile app. Any company that has such a platform should be able to increase sales efficiency (more meetings and opportunities) as well as sales effectiveness (as measured by increased close rates and accelerated sales cycles).

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