Study Finds 91% of B2B Marketers are Flying Blind without Real-Time Data
January 6, 2014
Recently, the CMO Council released a study entitled Applying Timely, Targeted and Tailored Insight to Improve the Pipeline. The Study revealed that only 9% of North American marketing executives interviewed felt their company had a competency in real-time delivery of sales intelligence and breaking news. The problem? For all the talk about Big Data and real-time information, sales and marketing organizations are not getting real-time customer information.
In other words, 9 out of every 10 marketing and sales professionals are missing the opportunity to respond to customer intelligence in real-time. This could lead salespeople to fall behind their competition and miss their quota.
For years, sales teams operated without a clear view of the customer. The rise of CRM systems like Salesforce.com was supposed to provide more insight and unlock financial opportunity. Now, CRM usage is widespread, but B2B sales and marketing teams still have issues accessing real-time customer data.
One example of how companies could benefit from real-time data is by combining internal structured data from a CRM system with real-time unstructured data, such as competitor and customer information from news and social streams. Without this additional data, sales teams could be operating in the dark without a total view of their customer. What if there was a news story about a competitor’s product recall or a LinkedIn update about a key new hire at a prospect? Smart sales people can use that information to their advantage, yet organizations are failing to arm their sales teams with vital real-time intelligence. A full 63% of CMO Council respondents say their customer intelligence systems don’t automatically notify their front line team about any new market developments.
So what can B2B marketing organization do to improve? Based on the data, it is clear that there is a growing need for better customer intelligence systems that are constantly updated on-demand in real-time. Now is the time for companies to shift their cultures and platforms to aggregate and act on massive amounts of real-time industry, competitor, and customer data in order to identify unexpected moments to opportunistically engage with the customer.
As the only transactional real-time SQL-on-Hadoop database, Splice Machine is designed to power the Big Data applications that will ensure marketers have the data they need to make smarter business decisions, at the moment they need to make them.