Data and AI: The Key to Sales Success

Data and AI: The Key to Sales Success

Revenue growth is a key indicator of competitive success, especially as companies work to rebuild on the back of the pandemic. To successfully compete and grow their business, companies need to look towards artificial intelligence (AI) to find potential gaps in their customer journeys, speed up the sales cycle, and uncover new opportunities.

In this webinar, we discussed why AI and embedded analytics are essential to sales success. Below are the first 2 minutes of the webinar and the slide deck. If you would like to see the full video recording, you may access it here.


Below are some key takeaways from the discussion between Stephen Hurrell, VP & Research Director of Office of Sales Research at Ventana Research and David Campbell, Vice President of Product Marketing at SugarCRM.

Data Matters for CRMs

Buyers are more informed now, and able to use the internet to research vendors before engaging. To find revenue success in this new world, companies need to adopt an approach that ensures the customer’s journey is proactively managed, from first engagement and throughout the entire buying lifecycle.

This is best facilitated by a common platform that supports an integrated revenue management approach. Technology and data should be part of that process as they are integral to any modern sales and revenue organization playbook.

Through 2024, one-half of organizations will deploy AI and machine learning based technology that will assist field sales with next best action recommendations.

The goal in data utilization is to ensure that all aspects of the customer journey are managed, and data sets should include both internal and supplemental external data. Furthermore, the data should enable all revenue-supporting teams—sales, marketing, and customer service—as effectively as possible. To find out more, download this whitepaper by Ventana Research.

The Sugar Approach to AI

Our approach to AI is quite unique as it leverages a customer data platform that captures a full historical record of every single change event related to a customer.

SugarPredict AI for Sugar Market, Sugar Sell, and Sugar Serve

SugarPredict, our AI engine, taps vast external data sources to analyze factors your data doesn’t cover—and makes predictions that enable businesses to make better decisions and focus on the highest priority sales activities.

Look Towards the Future

A CRM with AI capabilities can help uncover insights unique to your business—even with limited or incomplete CRM data and makes predictions that help you make better business decisions in significantly less time.

If you would like to learn more about CRM and artificial intelligence, we highly recommend these resources:

Sarah Friedlander Garcia
Sarah Friedlander Garcia As the Senior Director, Brand & Content Marketing at SugarCRM, Sarah manages a team of talented marketers focused on brand, content strategy, digital asset creation, corporate brand execution, social media, and internal communications. When not living and breathing marketing, Sarah enjoys traveling, baking, performance flute and piccolo and spending time with her family.

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