The once traditional sales function has continued to evolve at pace over the past decade. Marketing and customer success are now central to a data-driven, customer-centric approach to growing and retaining business. In addition, sales operations have grown in importance for larger companies to optimise their sales processes and go-to-market strategies. Like most other sectors, marketing has seen a huge transformation towards digital over the last decade and the traditional bricks & mortar stores have moved, or are moving to a clicks & bricks model to take advantage of online and social media sales. There is no doubt but that the digital transformation was accelerated by the pandemic and customers that were unable or reluctant to visit stores during this time are still embracing online purchases.
This means that it is more important than ever for companies to deliver quality digital experiences, enjoyable customer experiences and digital marketing campaigns that drive brand awareness and eCommerce revenue. Marketing technology is taking centre stage for many larger companies to complement sales operations, and this will continue for a number of years.