Deeper Relationships Require Intelligence

Phillip Britt,

If you track all of the emails that your marketing and sales reps send, all of the phone calls they make, and all of the meetings they schedule, you might think you have everything you need to get a complete picture of the relationships they have with customers and potential customers.

Experts agree that Big Data, culled from a variety of different and sometimes unconventional sources, is the prime element in building relationship intelligence.

“Organizations are increasingly investing in a data lake approach that aggregates incredibly large volumes of transaction data, customer information, market intelligence, and activity signals that, when taken together, paint a highly detailed and actionable picture of the state of buyers,” says Geoff Webb, vice president of product marketing at PROS, a digital commerce solutions provider.

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