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Digital tools powered by relevant data can help to generate customer insights, better allocate sales resources, facilitate channel interactions, and improve brand value. But, like any tool, digital systems are only as good as their users. It’s not just data, but information relevant to sales and channel partners; and it’s not just information, but management and process initiatives that translate that information into marketplace results.
Smart companies are combining human teams with digital tools like AI to improve sales productivity, quality time with customers, and transaction costs. Based on research and consulting with many companies, this article examines both sides of the buyer-seller exchange and offers examples of solutions that combine good management and digital systems.