A better way to link sales and marketing: Companies are inhibited by siloed customer data. digital customer hubs can help.
By: Sinha, Prabhakant Shastri, Arun and Lorimer, Sally
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Material type: 
BookPublisher: Harvard Business Review Description: 102(6), Nov-Dec, 2024: p.116-124.
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Harvard Business ReviewSummary: Many companies have siloed customer data and an incomplete suite of capabilities, making it impossible for their customer-facing teams to access real-time, synchronized data—and to provide the personalized and seamless experience that business customers crave. Authors Prabhakant Sinha, Arun Shastri, and Sally Lorimer—principals at the global professional-services firm ZS and coauthors of The Harvard Business Review Sales Management Handbook: How to Lead High-Performing Sales Teams (Harvard Business Review Press, 2024), from which this article is adapted—describe how a digital customer hub (DCH) can help. It integrates customer data from various systems into a linked platform, enhancing a company’s digital engagement capabilities. The DCH uses analytics and AI to create actionable insights, helping customer-facing teams work smarter and in sync. This article explains how a DCH can “transform the way businesses manage and interact with customers.” It also examines the structural choices companies must make when creating one and highlights the potential costs and return on investment.- Reproduced
https://hbr.org/2024/11/a-better-way-to-link-sales-and-marketing
| Item type | Current location | Call number | Vol info | Status | Date due | Barcode |
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Articles
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Indian Institute of Public Administration | 102(6), Nov-Dec, 2024: p.116-124 | Available | AR133989 |
Many companies have siloed customer data and an incomplete suite of capabilities, making it impossible for their customer-facing teams to access real-time, synchronized data—and to provide the personalized and seamless experience that business customers crave. Authors Prabhakant Sinha, Arun Shastri, and Sally Lorimer—principals at the global professional-services firm ZS and coauthors of The Harvard Business Review Sales Management Handbook: How to Lead High-Performing Sales Teams (Harvard Business Review Press, 2024), from which this article is adapted—describe how a digital customer hub (DCH) can help. It integrates customer data from various systems into a linked platform, enhancing a company’s digital engagement capabilities. The DCH uses analytics and AI to create actionable insights, helping customer-facing teams work smarter and in sync. This article explains how a DCH can “transform the way businesses manage and interact with customers.” It also examines the structural choices companies must make when creating one and highlights the potential costs and return on investment.- Reproduced
https://hbr.org/2024/11/a-better-way-to-link-sales-and-marketing
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