Siloed organisations, siloed data.
Most companies today still work in siloed—in silo (from the Greek σιρός – siros, "pit for holding grain")—organisations, where strict separation of processes and data between marketing, sales and customer success exists. Only semi-holy men and women, carrying a title resembling to CxO, are allowed to bridge such environment. Marketing does leadgen, Sales converts leads to customers, and Customer Success keeps customers happy so they stay onboard. And while there is undeniable merit in having people work towards clear goals, focussing on only parts of the process, rather then trying to do everything [half], there is absolutely no excuse why customer intelligence should not be available throughout the whole organisation, in their each own tools.
Customer Data Platforms to the rescue.
As more and more companies understand the necessity of having a 360-degree view their customers, they may consider investing in a Customer Data Platform (CDP) for marketing, sales and customer success.
A Customer Data Platform's prime focus is to bring all [historical] customer events and data from websites and apps, both from accounts and their users, from first appearance till last interaction, into one single source of truth. An event is an action that has been triggered, e.g. user/account tried feature1 today at 3:17pm. Account and user data aka properties are variables set to a certain value, e.g. shoesize=43.
By analysing lots of these events through deep learning algorithms, the CDP will uncover patterns in behaviour that can be associated with actual business results such as won deals, lost deals, won deals that churn within 3 months, etc... Moreover, applying multi-touch attribution models, by comparing channels and campaigns against business outcomes, the CDP will know which channels and campaigns are most relevant. And by reverting that knowledge back on personal account and user level, the CDP will be computing information such as likelihood to buy and -churn, best ad campaign, buyer persona, etc...
Finally, the CDP will make sure you’ll find all original properties and computed intelligence in the tools that marketing, sales and customer success are using. So when a sales person talks to a customer, also he knows that she/he might be likely to churn. Or a customer success person will be happy to see that a sales has previously happen, or a certain marketing mail was interacted on.
This helps companies bottomline to convert more, sell more, and churn less.