The biggest trend I see is integration across the customer buying process. Okay, maybe integration doesn’t sound new, but it’s finally getting the attention and respect it deserves in business markets. The problem has been siloed management of the customer relationship across the lifecycle.
Here’s how it has been working. The corporate communicators conduct their awareness campaigns. The direct marketers generate leads. The call center nurtures the leads till they’re ready to see a salesperson. Then the sales force takes over and the marketers lose complete touch with what’s going on. And from the customer perspective, the experience, which is disjointed and confusing, erodes brand value.
Those days are, thankfully, coming to an end. Due to more powerful
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