Growing a business takes a critical strategy to ensure the quality of products and services for retaining clients. In today’s changing business landscape, to stand the test of time and sustain success, entrepreneurs will have to adopt the changing consumer trends. Digital transformation has revolutionized the sales and marketing fields to a great extent by playing a significant role in business processes from product discovery to sales enablement. While web-based technologies are moving through their evolution path, they’re making way for more efficient and advanced methods of customer identification, targeting, and market segmentation.

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By Richard Barton, CIO, American Management Association

Adopting technology plays a significant role in the changing business trends today. Businesses are experiencing a huge amount of data pouring into their servers and offices from all directions such as customer information to product updates. During the early days, though data was only from CRM and marketing automation solutions, centralizing as well as integrating it with multiple sources was a real challenge.

Sales have always been a data-driven industry, and that’s why sales teams are considered as some of the earliest adopters of popular technological tools. However, the big trend that is seen today is that sales technology has matured, while data-collection is becoming more integrated. Moreover, forward-thinking sales teams are discovering more effective methods of applying analytics to the sales processes. Over time, social media became a common place for consumer and business interactions. Businesses cannot move out of such changes—from placing advertisements to publishing content regularly on social media to expand their reach and client base.

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By Alan Love, Director, PwC